On Friday, August 26th, Sephora brought its innovative BEAUTY TIP (Teach, Inspire, Play) WORKSHOP Concept Store to the Midwest with the opening of its new Michigan Avenue store (Sephora Michigan Avenue, 605 North Michigan Avenue, Chicago, IL 60611, Phone: 312-649-9343. Store Hours: Mon-Sat: 10 am to 9 pm, Sun: 11 am to 7 pm). Chicago’s revolutionary new shopping experience will be the fourth Sephora BEAUTY TIP Workshop in the U.S., joining San Francisco’s Powell Street, Boston’s Prudential Center, and Toronto’s Yorkdale Shopping Centre locations which opened within the last year, and marks the global beauty retailer’s 400th free-standing SEPHORA store in North America.
Sephora Michigan Avenue’s BEAUTY TIP WORKSHOP, an all-new 10,040 square foot street-level store, is Sephora’s fourth largest and reflects the next-generation of the continuously evolving Sephora experience. The virtual paradise of endless beauty options includes an exciting footprint that’s both distinctive and intuitive, with over 13,000 products, and a pioneering store environment rooted in discovery and innovation. This includes a wide array of services and classes that will make a visit to the store a one-of-a-kind, individualized experience, every time.
“We’re thrilled to expand our re-imagined Sephora Beauty TIP Workshop experience to Chicago’s Michigan Avenue, one of the premier shopping destinations in the country,” said Calvin McDonald, President & CEO of Sephora Americas. “Every detail works collectively to create a space for our clients to Beauty Together, offering an incomparable level of integrated physical and digital designed to teach and inspire our community of beauty enthusiasts, partnered with an unparalleled assortment of prestige-only beauty that engages them to play and discover what works best for them.”
Sephora’s re-imagined store concept features The Beauty Workshop, the striking “heart” of the store design, and an integral part of the TIP experience. The sleek table acts as a central workstation where clients come together to learn via group beauty classes with Sephora’s educated facilitators, leverage tutorials and Sephora Virtual Artist technology on integrated iPad stations, or gather inspiration from The Beauty Board, Sephora’s own shop-able gallery showcasing user-generated content via a large digital screen. Each station is equipped with its own product, iPad, USB port and wifi, so clients can play, browse and share looks on the digital screen and online, right from their seat.
The new 14-seat Sephora Beauty Studios serve as the place for one-on-one makeovers with Sephora experts, and will feature the debut of Sephora’s NEW Digital Makeover Guide, an interactive face chart that is a record of the specific service the client received combined with customized product and application tips, and is delivered directly to the client via email, making it the first digital take-home-tool to be offered by Sephora. At the Beauty Studio, clients will enjoy large stations featuring Sephora + Pantone Color IQ touchscreens for foundation, lip and concealer shade matching, and new mirror and canopy lighting fixtures for maximum light exposure. The Beauty Studio is staffed with trained Senior Artists, and to ensure the makeover is the most convenient, clients can drop by to check makeover availability or book a premium service at one of the 14 beauty studio seats before they come in using Sephora’s client reservation system available through www.sephora.com, Sephora mobile web and the Sephora app.
The new store will also be the first to offer a completely NEW Fragrance Studio experience, featuring Fragrance IQ enhanced with the first-to-market sensory technology, InstaScent. Developed in partnership with 5th Screen Digital, and available exclusively at Sephora, InstaScent allows clients to explore 18 scent families through an innovative, dry air delivery system. Clients can now explore scent families before trying individual fragrances with our fragrance experts. As clients move through the Fragrance Studio, they can choose to sample favorites, have their purchases gift wrapped, and even customize their bottle with complimentary engraving.
Additionally, skincare consultations will take place at The Skincare Studio. Sephora Michigan Avenue is one of the first stores in the fleet to feature this newest client service fixture, complete with a working sink and four well-lit seated stations to ease facilitation of the Sephora’s client-favorite Mini Facial service. A touchscreen station is also affixed to the area for instant access to Sephora’s exclusive Skincare IQ diagnostic, helping clients determine the best products based on their skin concerns and demystifying the wide range of highly effective product choices Sephora offers.
The Sephora BEAUTY TIP WORKSHOP also boasts digital signage throughout the store, as well as brighter lighting, a larger cash wrap, additional mobile POS stations, easier-to-shop fixtures, enhanced gifting stations, and more impactful brand imagery.
Exclusive Merchandise Assortment Enhances TIP Experience
Sephora Michigan Avenue is the destination for iconic, cult and emerging prestige beauty brands, including exclusives such as: Atelier Cologne, Belif, BITE Beauty, Black Up, Cover FX, Drunk Elephant, Erborian, IGK, Kat Von D Beauty, Madam C.J. Walker, Beauty Culture, Nest, Ouai, The Estée Edit by Estée Lauder and Too Cool For School.
Additionally, Sephora Michigan Avenue features a large assortment of SEPHORA COLLECTION makeup, skincare, tools and accessories, including new and exciting products that further expand the assortment all displayed with enhanced brand fixtures.
Sephora is a leader in global beauty retail, teaching and inspiring clients to play in a world of beauty. It has earned its reputation with its expertise, innovation, and entrepreneurial spirit, and has been changing the face of prestige cosmetics since its debut in Paris in the early 1970’s. Now with 400 stores in the Americas—including US, Canada, Mexico, and Brazil—plus 500 inside JCPenney, Sephora has become a leading international beauty destination with over 2,000 locations in 31 countries, plus an award-winning website and an intuitive mobile app. Clients have the opportunity to play with 14,000 products from 200 carefully curated brands, featuring indie darlings, emerging favorites, trusted classics, and Sephora’s private label, SEPHORA COLLECTION. In store, the client receives personalized recommendations from the IQ system, and at the Beauty Studio she explores her look with makeovers, complimentary classes, hands-on events, and one-on-one consultations. Online she interacts with an inclusive beauty community on the award-winning Beauty Board, interactive Beauty Talk, and The Sephora Glossy blog.