NewBeauty magazine celebrated the launch of its revolutionary beauty concept store—NewBeauty at Fred Segal—in Santa Monica, California, on March 15.
It is poised to usher in the dawning of a new era for beauty retail and further solidify NewBeauty—with its diverse, multichannel modalities—as "The Beauty Authority."
Beauty enthusiasts, beauty-industry VIPs, and retail and publishing experts say that the one-of-a-kind, interactive destination is primed to reinvent how women experience beauty, while also redefining how the much-loved, excellent consumer magazine engages its readers.
The 4,000-square-foot brick and mortar at 500 Broadway St. (310.394.8509) allows customers to test and purchase the products they see featured in the magazine.
In addition, the magazine’s editorial and production teams are on-site to interact with readers, offering the latest trends, insights and how-tos; and, in turn, providing the magazine with real-time information that can be assembled into video, online editorial and magazine contributions.
A state-of-the-art video studio—NewBeauty TV—is inside the store, where up-to-the-minute online video and editorial content will be made available worldwide. Shoppers will be interviewed, products will be demonstrated, and beauty events with product creators and beauty experts will be part of the coverage.
The store also features a Build Your Own TestTube sampling station where customers can choose a mix of samples from a pool of 30 options. The station is the in-store version of NewBeauty’s TestTube beauty product-sampling program, which sends subscribers a products-filled tube and the magazine every three months for a fee. Additionally, TestTube subscribers receive video emails demonstrating usage. (Several times a year, NewBeauty teams up with QVC to bring limited-edition TestTubes to its vast television audience.)
"Bringing our incredibly successful sampling program to the retail space not only gives consumers a great way to customize their TestTubes, but it is also an amazing opportunity for us to help shape the product assortment in the store,” says Steffanie Attenberg, NewBeauty vice president group publisher. “By keeping track of what products people choose, we can see what is popular," adds Attenberg. "Before we launch a brand, we are able to build a specific customer base that we know will be excited about it!"
Unlike traditional beauty retailers, products in the store are merchandised alongside relevant editorial content. Displays showcase editorial descriptions, key ingredients and usage suggestions. Editorial content used throughout the retail space mirrors the content published in the magazine, which draws from the expertise of editorial and publishing staff members as well as an editorial advisory board of top doctors and leading industry experts.
"Our editorial team now shares information seamlessly through this interactive shopping environment," explains Yolanda Yoh Bucher, NewBeauty editor-in-chief. "This unique platform engages the reader in a whole new way."