Make Up Forever Du Jour 10.1.10

I completely forgot to do a post about something very exciting for my fellow New Yorkers. I opened up WWD and it smacked me in the face! Well guess what? A Make Up forever Shop in shop is opening in Soho!! While, I for one am ecstatic about this, my wallet for sure isn’t. I work a measly three blocks away! Uh oh!

Anyway, Sephora is teaming up with Make Up For Ever for a store-in-store, with the first to open today at the retailer’s SoHo store. The next one that will open will be in Vegas @ the Venetian Hotel and then the third will be in South Coast Plaza in California on Oct 15!

From WWD.com “ The in-store boutiques, which range from 600 to 750 square feet, are intended to resemble a backstage environment, including studio makeup stations and lighting and an entrance separate from the main store entry point. Each will stock more than 1,200 Make Up For Ever stock keeping units, including professional-only and special effects products. At present, only Make Up For Ever’s Manhattan flagship offers these items, most Sephora stores carry anywhere from 400 to 600 of Make Up For Ever sku’s. (What that means is there will be TONS of products that sephora never carried! Very fun! )

“Three things influenced the decision to do these boutiques,” said David Suliteanu, president and chief executive officer of Sephora Americas. “First, Make Up For Ever is one of our largest brand partners and is an exclusive brand partner. Second, we both feel that Make Up For Ever’s consumer brand recognition isn’t where it could be. And finally, Make Up For Ever has an amazing history and expertise in makeup artistry.”

The separate entrance is key as well, said Suliteanu. “It’s really important for the consumer to realize that this is a Make Up For Ever space. Obviously, they can cross-shop and pay for things in either space, but the staff is clearly Make Up For Ever, and there is clear difference in environment.”

I cant wait to check it out? Will you be checking it out?

Are you a Make Up Forever fan?

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