Allure Magazine Is Opening A Store In New York City

Allure’s owner’s Conde Nast, announced they are opening an experimental store, that will include an assortment of beauty products curated for Allure’s readership.

Allure’s Instagram page showing a picture of Jazmine Sullivan’s crystal headpiece worn at the #SuperBowl

This may be considered a strange move by Conde Nast, give the pandemic we find ourselves in. However, they are pushing ahead through a licensing partnership with STÔUR Group.

The retail concept will be opened on New York City’s Lafayette Street later this year and will offer shoppers a 360-degree immersive retail experience.

The reason for the store?

Allure celebrate’s its 30th birthday this year. What’s more impressive, however, is that they have consistently brought in more traffic than the year previous.

The publication believe’s this reflect’s consumer reliance on the insights and product recommendations from beauty experts they trust. Meaning they have found another way to monetise their 25 million readership.

“The Allure audience has shown that it’s intensely loyal and trusts our expertise—something we are so grateful for. 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,” said Michelle Lee, Allure’s Editor in Chief.

“This space will allow us to introduce our brand to new beauty enthusiasts and expand the Allure family.”

This isn’t the first time a magazine has attempted to open a retail space. Marie Claire opened Fabled on London’s Tottenham Court Road, it was later sold to Next and then closed down.

Allure may find it has a very different experience however. Their partnership with The STÔUR Group, is a good start. The Group specialises in bringing online destinations offline into physical retail.

Additionally, Allure readers really trust them. So much so, the Allure Best of Beauty seal generates $82 million in revenue for the brands that receive the award each year. 

However, we can’t make many predictions just yet. It will be exciting to see how they convert their online audience into a physical one.

Photos courtesy of Allure

  • SkinStore Latest Skincare Deals
    SkinStore, apart of the Look Fantastic group, is growing in prominence and has been over the past 10 years. I was shocked to discover they’d been around for 24 years! You may be wondering why one online beauty retailer decided to diverge? What is SkinStore’s USP? Well, apparently it’s the number one destination for premium beauty,…
  • 20 Of The Most Popular Perfumes, According To TikTok 
    To many, perfume is the most intimate way of expressing your inner self and truest personality. Although scent is subjective to taste, there are several fragrances that have gone viral due to their unique scents. So, here are the most popular perfumes ever (this is highly subjective and is based on a small data set). Interested…
  • Best Christmas Skincare Gifts 2021
    On Science and Skincare, this time of year only means one thing, Christmas Skincare Gift guide. This years is really good, even if I do say so myself. I have been speaking, testing, investigating brands and products for the whole of November. Now I’m confident in the fact that I’ve created a unique skincare guide,…
  • In Conversation With Brook Harvey Taylor, Founder Of Pacifica
    Brook Harvey Taylor has been in the beauty game for quite some time. She launched a beauty brand in 1996, with the ethos that it had to be good for the planet, good for animals and good for the customer. Hence, her brand is cruelty free, vegan and clean. Who can argue with these noble…
  • The Ordinary Skincare Quiz, Part 2
    The original Ordinary skincare quiz has been such a hit on Science and Skincare that I knew I had to make another. But this time it’s bigger and therefore better. I’ve added the entire catalogue of The Ordinary products to this quiz’s database so I can give you better recommendations. I’ve also refined the formula…

Leave a Reply