Sephora Tries A Teeny-Tiny Store Format

While much of the retail world is rattling with declines in traffic and big omnichannel shifts, Sephora is thinking small, opening its littlest store in North America as it explores a new format.

Located on Boston’s Newbury Street, the 2,000-square-foot “Sephora Studio” will focus on personal services and digital experiences. And it’s the latest in Sephora’s size experiments: The opening comes just after it unveiled its largest store in the U.S.–more than 11,000 square feet–in Manhattan, and less than a year after opening its even-tinier Sephora Flash in Paris, a 1,000-square-foot unit specializing in digital innovations, including plentiful click-and-collect options and augmented-reality experiences.

Sephora, owned by French luxury giant LVMH, says the Boston store is based on the insight that “there is no better way to create meaningful connections with clients than through personalized experiences and a customized approach to beauty.” “The Studio merges the best of an inclusive neighborhood retail environment with best-in-class digital tools that enable our expert beauty advisors to customize recommendations,” says Sephora in a release. Offerings include 15-minute mini-facials, 45-minute makeovers, Pantone Color IQ touchscreens and omnichannel offerings like rush deliveries from its larger store in the nearby Prudential Center.

Read the full MediaPost article, here.

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