Thursday, September 30, 2010

MAKE UP FOR EVER- New Boutique and Studio


New York, NY – September 2010 – MAKE UP FOR EVER announces its partnership with Sephora to open
a new retail concept within three existing Sephora stores in New York, Nevada, and California throughout
the month of October 2010.  The new MAKE UP FOR EVER Boutique & Studios at Sephora will incorporate
a cutting-edge design along with a more extensive product selection, interactive tools, education and
artistry into one specially designed retail space.  

“The Boutique & Studios represent a new platform for the brand to showcase its unique DNA through
unparalleled artistry and education,” said Gilles Kortzagadarian, General Manager of MAKE UP FOR EVER
North America.  “I am excited to take our partnership with Sephora to the next level by opening stores
within three of their top locations.”

The new MAKE UP FOR EVER Boutique & Studios, ranging in size from approximately 600-750 square
feet, have been designed to be reminiscent of a “backstage” environment, complete with studio makeup
stations and lighting. In addition to having separate entrances, each one will contain more than 1,200
product skus including iconic professional-only items and special effects products, making them the only
retail locations outside of the MAKE UP FOR EVER’s Flagship New York City Studio to offer this.  The
Boutique & Studio will be staffed by dedicated MAKE UP FOR EVER employees who have been trained by
educators from the prestigious MAKE UP FOR EVER Academy in Paris to provide knowledgeable
expertise on all aspects of the brand. 

To provide a more interactive experience for clients, each store will also feature the following: 

* Studio – a series of fun, interactive and personalized one-on-one or group make up lessons
will be offered to educate consumers on application techniques and how to achieve specific
looks.  These include “Eye Make Up Basics: The Classic Contour,” and “Iconic Eyes: 1960s
Eye Make Up,” “Lip Technique Basics: The Longest Lasting Lip,” and bridal make up sessions
for both the bride and bridal party.

*iPads – stores will be equipped with iPads that will not only provide access to MAKE UP FOR
EVER how-to videos, it will also link to Facebook, Twitter, Four Square and other social
networking sites so consumers can post updates on-the-go.  Additionally well, they will
highlight MAKE UP FOR EVER artistry, showcasing make up looks created for special events
and education purposes.

  * Touch Screen – each store will feature an interactive touch screen that can be used by staff
members and clients to create customized make up designs and face charts that can actually
be emailed directly to the clients.  This unique touch screen looks like a computerized white
board and can be drawn on directly using fingertips or a special pen.  This tool will allow
artists to animate application techniques and tips so clients can easily re-create the looks on
their own.

* Eye Shadow Station – a long communal table sits in each space that is designed for clients to
sit and play with products before or after they make a purchase.  As well, the entire range of
MAKE UP FOR EVER’S Eye Shadows will be displayed in the center of the table for clients to
experiment and create their own customized palettes for purchase.

 “Our partnership with MAKE UP FOR EVER marks an important shift in the retail paradigm for our
clients,” says Sharon Rothstein, Sephora’s SVP Marketing.  “At Sephora, we’re committed to providing
innovation, freedom, expertise and choice, and the new MAKE UP FOR EVER Boutique & Studio is a
great example of this.”

The three new MAKE UP FOR EVER Boutique & Studios at Sephora will be located in the following

555 Broadway
New York, NY 10012
Opening: October 1, 2010

And here is the scoop on the opening weekend festivities (10/1 – 10/3) – To celebrate the opening of the new MAKE UP FOR EVER Boutique & Studio at Sephora Soho, they will be offering complimentary 20 minute services for the entire weekend (choose from 12 different services for the eyes, lips and entire face).  And, the  first 100 clients to take a complimentary lesson will also receive a free Rouge Artist Lipstick in #43, fall’s perfect shade of red.

3377 Las Vegas Boulevard  
Las Vegas, NV 89109  
Opening: October 8, 2010  

3333 Bristol Street, 2nd Floor 
Costa Mesa, CA 92626
Opening: October 15, 2010

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