Sephora reopens two Beauty Tip concept stores in Manhattan

Beauty retailer Sephora has reopened two stores featuring its Teach, Inspire, and Play concept Beauty Tip Workshop.

Located on 34^th street and 5^th avenue in Manhattan, New York City, the new store has approximately 11,300ft² floorspace and offers an assortment of 13,300 products, beauty workshops, and beauty and skincare studios.

The outlet offers beauty education through a range of services alongside classes for all skill and interest levels.

Sephora's Americas president and chief executive officer (CEO) Calvin McDonald said: "Our innovative Beauty TIP Workshop concept encourages and supports a thriving beauty community, one that's focused on inclusiveness, promotes self-expression, celebration, and education through our unparalleled service experiences, designed to teach and inspire our New York-based clients to play and discover beauty."

The 5^th avenue store features the firm's physical and digital tools alongside an Anastasia brow studio. The new stores will also include two beauty studios with large stations containing Sephora + Pantone Color IQ touchscreens to offer foundation, lip, and concealer shade matching.

The firm is also introducing new digital tool Moisture Metre at the 34th street store. This tool helps in product selection by accurately measuring moisture levels in skin.

Also at the store, the fragrance studio will feature Fragrance IQ and sensory technology InstaScent, while the skincare studio will include Mini Facial service and Skincare IQ diagnostic.

Tap and Try technology is also included, enabling instant virtual try-on of any lip and lash product on display through Sephora Virtual Artist's technology combined with radio-frequency identification (RFID) scanning.