Make Up For Ever’s Go Pro Makeup debuts in US

Make Up For Ever has opened new store in New York City that debuts the brand's live makeup tutorial experience Go Pro Makeup.

Located at 731 Lexington Avenue, it is the brand's first global flagship and the first US location to feature its Go Pro Makeup, a live makeup tutorial experience for people of all skill levels, as well as an easy to shop concept.

Go Pro Makeup is a personalised service that allows up to seven guests to learn and play with various makeup techniques at their leisure, or sit for complimentary group classes to learn with the guidance of a Makeup For Ever professional makeup artist.

Users can use this service at no cost or obligation to purchase.

The Go Pro Makeup service was recently launched in Paris, Singapore and London.

The new Make Up For Ever store, located at the Lexington Avenue, features a custom-designed, three-sided Go Pro Makeup bar.

This store features a moving belt, similar to a sushi bar. The slowly rotating belt is stocked with various sets of products that can be hand-picked by customers to create specific makeup looks.

The bar also includes a makeup mirror, hygiene tools such as disposable wands, USB port for charging mobile devices and hooks for bags and coats.

Guests can sit at one of the bar's seven seats and choose a technique, such as the Highlight and Contour set, which includes simple, four-step instructions and Make Up For Ever 's Pro Sculpting Palette, Pro Light Fusion highlighter and Ultra HD Pressed Powder.

Make Up For Ever claimed that the store's professional makeup artists provide a fresh set of artisan brushes for use at the bar and ensure that shades in the chosen set are the best match for consumers' skin tone and preferences.

Make Up For Ever Americas general manager Laure de Metz said: "Opening the Global Flagship on Lexington Avenue is a hugely significant moment for us.

"Between the digitally enhanced store design, broad product assortment and unique educational experience of Go Pro Makeup, we're bringing the core of our brand to life in a way that our customer has never seen before."

The new store also features a digital lash bar that enables customers to virtually try on the brand's 50 false lash styles, in addition to full makeup application and waxing services.

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Image: Go Pro Makeup bar at Make Up For Ever store in Lexington Avenue, New York City. Photo: courtesy of PRNewsFoto/Make Up For Ever.