Sephora Plots Beauty Store Domination With a Four-Store Facelift

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Your experiences at four Sephora stores in Manhattan are about to get even more intense. The company has just detailed its upcoming makeover strategy, which has just been unveiled at the Soho store. The Union Square store's renovation will be complete in June, and Columbus Circle and Times Square will shortly follow.

Part of the Union Square renovation includes capitalizing on an "adjacent empty storefront," which we're assuming means Rothman's original location. Other change-ups include new fixtures, a techy-er checkout, more beauty services, and a dedicated event space (for things like the recently controversial Fragrance Flight Bars).

Sephora's President and CEO David Suliteanu explains the spruce up. "We have 16 stores in Manhattan, and 15 of them are not yet state of the art. We've learned a lot from the Meatpacking store that you will see in upcoming stores." So, now we know which is his favorite.

WWD adds that he really likes the whole "teach a man to fish" idea. The Union Square store will include eight "play stations," or, the area you're going to beeline it to when you have a date. At each station, a video tutorial will guide you on how to get a certain look, and all the necessary testers needed to achieve it will be right there on a flat surface table.
· Sephora Revamping Four NYC Stores [WWD]
· Sephora Says "Fragrance Flight" Isn't a Trademarked Term [Racked NY]
· Get a Lesson in Perfume at Sephora's Fragrance Flight Bar [Racked NY]