BEAUTY BAR OPENS FLAGSHIP STORE
 

Beauty Bar store

BeautyBar.com, the prestige arm of Soap.com under parent company Quidsi, has recently given consumers another way to explore the beauty products they love with the opening of a brick and mortar boutique.

This new flagship, located at the Americana Manhasset in Manhasset, New York, provides a carefully-curated assortment of domestic and international brands available on the website, as well as in-store salon treatments, makeup artistry and a blow dry bar to enhance the shopping experience.

“The new store caters to consumers who are looking for more selective, hard-to-find brands like Natura Bissé and REN, while still in need of the tried and true essentials,” said Katina Mountanos, site director for BeautyBar.com. “The store will also offer the most premium fragrance brands from Bond No. 9 New York to Annick Goutal, and will constantly update to feature industry newness.”

Beauty Bar ad

The new print ad.

The store’s design element includes an apothecary-type feel with built-in wooden shelves and lots of white space and bright light.

“It was important that we create the brick and mortar equivalent of a website-based company,” said Mountanos. “Makeup is highlighted in the center of the store, with brands like Smashbox, Sisley-Paris and Deborah Lippmann, and the surrounding walls feature skin care, fragrance, hair care, men’s grooming and personal care brands like Go SMiLE.”

Five employees will be on staff at all times, including a licensed esthetician for facial and waxing services in the treatment room, and professionally-trained makeup artists. Beauty Bar has partnered with “Long Island favorite,” nuBest Salon, to offer blow outs and styling to shoppers.

“NuBest is a perfect match for the Beauty Bar boutique and really takes the store to another level,” said Mountanos. “The partnership gave us a great opportunity to get involved with the ‘dry bar’ trend.”

BeautyBar is now tackling the challenge of how to market their digital company in traditional media. In collaboration with advertising agency Tribal DDB, Beauty Bar created a way for consumers to discover and shop “of-the-moment looks” through the touch of a smartphone.

“The new BeautyBar.com print advertisement, featuring a model wearing this season’s looks, is highly interactive and shows flexibility
with our technology platform,” said Mountanos. “We are developing ways to create consumer engagement from a static, flat print ad, and we’ve received great feedback so far.”

 

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ddavis@cosmeticworld.com