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Benefit's Cheeky Soho Store Will Be Decorated With Pink Armoires

Image via <a href="http://www.wwd.com/beauty-industry-news?module=tn#">WWD</a>
Image via WWD

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Beauty-brand Benefit will be opening up their first New York City store in Soho on West Broadway between Prince and Houston Streets, and the 2,000-square-foot shop will serve as their flagship. The opening date is scheduled for September 15, and as for the decor, Benefit's VP of boutiques tells WWD, "It's modern with a bow to the past." The interior of the store will include a lot of pink, including hand-painted wallpaper accented with standard black-and-white tiles and chandeliers, with the line's signature products will "spilling" from inside pink armoires.

And Sephora's in-house nail salons can move over. Benefit will be hosting various different beauty services at the shop, such as brow shaping (starting at $6) and threading, brow and lash tinting, tanning, facial and body waxing ($96 for a full leg and bikini package), and lessons on makeup application.

The new store will be the brand's third on the East Coast (the other two are in Connecticut and New York State), joining the ranks of the 14 stores in total that are scattered throughout the country. To sum up the vibe of the shop, North American General Manager Aurelian Lis says: "Our boutiques are the truest way to experience our brand — which is about laughter and fun, a duality of bold and girly, and fake-it instant beauty solutions." Speaking of fake-it instant beauty solutions, on display inside the store will be the original 1977 packaging of Benetint (which was then called Rose Tint), the product that was created for a stripper who needed something to color her nipples with.

· Benefit to Prettify West Broadway with a Stand-Alone Store [Racked NY]
· Benefit Cosmetics to Open NYC Flagship [WWD, subscription req'd]
· Benefit [Official Site]


454 West Broadway, New York, NY 212-769-1111 Visit Website


414 North Peters Street, , LA 70130 (504) 561-6937 Visit Website


454 West Broadway New York NY 10012