MILAN — Sephora on Friday reopened the doors of its main flagship in central Corso Vittorio Emanuele II here.
Covering 12,917 square feet over three floors, the location, which remained closed over the summer for renovation works, presents a revamped interior concept focusing on in-store services and educational programs.
Human interaction is encouraged by the Community Table on the ground floor, where special events and masterclasses hosted by international makeup artists will take place. On a daily basis, it offers customers the opportunity to read the latest beauty news and learn about the newest makeup trends through iPads installed in the area.
The interactive Beauty Wall screen will further enhance the discovery aspect, enabling shoppers to learn more about the products available in the store and the calendar of events at the unit, as well as providing such entertainment concepts as customized music playlists and games.
The flagship’s ground floor is dedicated to makeup, featuring 50 brands and more than 8,000 products that can be tested in eight makeup stations.
On the first floor, an area named Beauty Party showcases in-store services including a hair style bar, in partnership with Kèrastase and Shu Uemura; a brow bar developed in partnership with Benefit; a mask bar, where customers can try all the masks available at the store while waiting for a hair or makeup treatment and a tattoo bar, providing temporary tattoo applications.
The lower ground floor is dedicated to skin care. Showcasing 73 brands, this part features a corner dubbed Super Ingredients collecting products with natural formulations enhanced with tech processes, and a Korean House section. The Skincare Hub completes the offer, providing four stations where clients can attend skin-care classes and receive customized tips and suggestions on the most appropriate beauty routine for their skin type.
Customization is overall a key concept in the renovated store. Shoppers can customize all the products having a name, symbol or short sentence laser engraved on them. A Gift Hub takes the process a step further, providing different papers, boxes and ribbons to choose from to wrap gifts.
With 128 Sephora stores across Italy, the LVMH Moët Hennessy Louis Vuitton-owned beauty chain is continuing to represent a go-to destination for local beauty addicts, attracted by the French retailer’s brand selection, in-store experiences and engaging communication campaigns on social media.
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Sephora Revamps Milan Flagship
