Sephora redefines beauty retail in Toronto
TORONTO -- Sephora is opening its first Beauty TIP Workshop concept store in Canada.
The new Sephora Yorkdale is one of four stores in North America to feature the 'Teach, Inspire, Play' concept, where digital technology and services fuse.
The retailer says it plans to conduct a year-long market intensification in the greater Toronto area, the newly renovated 9,146 square foot expansion of the Yorkdale store has been reimagined as a next-generation environment that is rooted in discovery and innovation.
According to the retailer, at the heart of the new store concept is the beauty tip workshop that brings the Teach, Inspire, and Play approach to life. The Workshop consists of an area for up to 10 clients to learn via group beauty classes led by Sephora experts, gain self-guided access to tutorials using iPad stations, or to gather inspiration from The Beauty Board, Sephora's own shop-able gallery that showcases 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 store also features an expanded Beauty Studio offering complimentary makeovers with larger stations for even more access to Sephora's in-store services and expertise. The new set-up includes 12 beauty studio seats, and Sephora + Pantone Color IQ touchscreens, with updated IQ technology including foundation, lip colour and concealer for a scientifically precise match to complement your skintone from Sephora's selection of 1,900+ foundations, 400 concealers and 3,500 lip shades, and new mirror and canopy lighting fixtures for maximum light exposure.
Coming in September, the Skincare Studio will offer one-on-one skincare consultations, complete with a sink station and four well-lit seating areas to facilitate the new Mini Facial service. Incorporated into The Skincare Studio is a unique touchscreen that offers 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 skincare solutions Sephora offers.
Sephora's Yorkdale store will feature an endless assortment of brands, including:
Colourful cosmetics and nail care including BITE Beauty, FORMULA X, Hourglass, Josie Maran, Kat Von D Beauty, Marc Jacobs Beauty, SEPHORA COLLECTION, Tarte, Too Faced and Nudestix
Innovative skincare and hair care brands including Algenist, Boscia, Bumble and bumble, Fresh, Glamglow, LANEIGE, Kate Somerville, Living Proof, Murad, OLE HENRIKSEN and Peter Thomas Roth
Fragrance offerings from Atelier Cologne, Elizabeth and James, NEST Fragrances and TOM FORD.
The Yorkdale space also features digital signage throughout the store, brighter lighting, a larger cash wrap, additional mobile POS stations, easier-to-shop fixtures and navigation signage, and a dedicated gift wrap station.