The Allure Store will open as a stand-alone location in Autumn 2021 at New York City’s Lafayette Street.
The store, which will be opened by Condé Nast in partnership with STÔUR Group will bring a physical touchpoint to the Allure offering. The store will embody the future of retail, offering digital experiences while integrating the brand’s unparalleled expertise. Augmented reality capabilities will allow customers to try on products, whilst smart mirrors and a hub for content creation will also feature in the store.
Spanning an area of 2,900sq ft over two floors, the store shelves will mirror Allure’s content themes including the iconic Best of Beauty Awards, with seasonal product changes. The very best of makeup, hair care and skincare brands will be available in the Allure store. Exclusive in-store events, tutorials and masterclasses will be hosted at the store on a regular basis.
“The Allure audience has shown that it’s intensely loyal and trusts our expertise—something we are so grateful for. We’re thrilled that the Allure Store provides us with the opportunity to really connect with them, and to truly bring the brand to life,” said Michelle Lee, Allure’s Editor in Chief. “This space will allow us to introduce our brand to new beauty enthusiasts and expand the Allure family.”
