Allure just turned 30, and the industry beauty bible kicked off the celebration by announcing its foray into brick-and-mortar retail. The beauty magazine is opening an “experiential retail concept” called the Allure Store in New York City. The reason behind the move and vision for the store is that shoppers will be able to buy editor-vetted products, attend events with industry experts and create content.
In a time where the ongoing pandemic has forced many retail shops to close, it seems like a bold and risky move, but they don’t seem worried about it. “The Allure audience has shown that it’s intensely loyal and trusts our expertise — something we are so grateful for,” editor-in-chief Michelle Lee said, in a statement. “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. This space will allow us to introduce our brand to new beauty enthusiasts and expand the Allure family.”
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