Sephora opens new beauty studio in Boston, US

Beauty retailer Sephora has opened its first small-format concept store Sephora Studio at Newbury Street in Boston, US.

The 2,000ft² studio features an optimised store design and an intimate format to ensure a customised and personal experience for customers.

Sephora Americas president and CEO Calvin McDonald said: “In today’s retail environment where very little is constant and clients’ expectations are ever-evolving, one thing has remained true for Sephora: there is no better way to create meaningful connections with clients than through personalised experiences and a customised approach to beauty.

“The Studio merges the best of an inclusive neighbourhood retail environment with best-in-class digital tools that enable our expert beauty advisors to customise recommendations on an individual basis.”

Alongside easy to use digital menu screens, the studio offers the new Sephora Digital Makeover Guide, which was developed to collect information about a customer’s product preferences and favourite styles for its optimised beauty service.

Sephora beauty studio will offer all Sephora skincare services, including facials and makeovers using new digital tools such as the Moisture Metre, Skincare IQ, and Sephora + Pantone Colour IQ.

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Image: Sephora pioneers new retail innovation with launch of first small-format concept store Photo: courtesy of Business Wire.