Sephora expands its retail footprint

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Sephora expands its retail footprint

Sephora is looking to reach consumers far and wide.

The San Francisco-based beauty retailer announced that it will open 35 new locations across the United States in 2019.

On March 14, the first of the new locations will open in New York’s Hudson Yards development, and others are to follow in Palm Springs, Calif.; Charlotte, N.C.; Los Angeles; the American Dream mall in East Rutherford, N.J.; and many more.

“At Sephora, we are constantly working to further enhance, personalize and simplify the omnichannel experience for our clients, so the connection between the physical and digital is virtually seamless and highly customized at every touchpoint,” Mary Beth Laughton, executive vice president of Omni Retail, said. “Clients can browse our beauty offering online or using our Sephora App, use our digital ‘Happening at Sephora’ tool to discover what’s happening in store like events, classes and services to plan their trip to their local store, and even try on looks digitally with Sephora Virtual Assistant. We are thrilled to be opening in even more communities this year, bringing the best of prestige beauty, including our passionate Beauty Advisors, to more clients across the U.S. in real life.”

In addition, Sephora announced that fashion designer and CFDA member Nellie Partow has redesigned its Beauty Advisor uniforms, which will debut at the Hudson Yards location.

At each of the beauty retailer’s new locations, consumers can find a selection of 13,300 products from more than 200 carefully curated brands, complimentary Makeup Minis at the Beauty Studio, complimentary Skincare Minis at the Skincare Studio, a Makeup Deluxe session where customers can leans tips and tricks to recreate a custom look, and the Perk Hydrating Facial.

This news comes on the heels of the beauty retailer announcing that it will revamp its Beauty Insider rewards program with new ways for consumers to use their points and updated rewards.

Each of the retailer's services can be booked on its mobile app or online.