SEPHORA Opens 2 Landmark Manhattan Locations as Beauty Tip Workshops

by Katie Lee

San Francisco — SEPHORA brings its innovative BEAUTY TIP WORKSHOP concept store to Manhattan with the reopening of two landmark locations, including 34th Street, now SEPHORA’s largest store in North America.

Manhattan’s 34th Street and 5th Avenue stores, the latter which opened on March 24th, join San Francisco’s Powell Street, Boston’s Prudential Center, Chicago’s Michigan Avenue, Santa Clara’s Valley Fair and Toronto’s Yorkdale locations in helping define the next generation of experiential retail. With the reopening of these two Manhattan stores, SEPHORA continues to dominate the Manhattan beauty retail landscape with 15 freestanding stores in New York City. 

At 11,300 square feet, SEPHORA’s 34th Street BEAUTY TIP WORKSHOP anchors one of the busiest shopping destinations in New York City. 

“Sephora opened in the U.S. 19 years ago with our first store in Soho. It’s fitting that as we round out almost two decades, we return to New York City to celebrate our largest and most unique beauty experience with the opening of our new 34th Street store,” says Calvin McDonald, president and CEO of SEPHORA Americas.

In addition to 34th Street, SEPHORA 5th Avenue is now open to the public. At more than 9,000 square feet, the new store design features SEPHORA’s exclusive physical and digital tools for play and discovery, including an Anastasia Brow Studio on the second floor.

Each store will also feature two Sephora Beauty Studios centered in the middle of the store to serve as the place for one-on-one makeovers with Sephora experts. At the Beauty Studio, clients will enjoy large stations featuring Sephora + Pantone Color IQ touchscreens for foundation, lip and concealer shade matching and new mirror and canopy lighting fixtures for maximum light exposure. SEPHORA 34th Street will also debut Moisture Meter, an exclusive new digital tool that accurately measures the amount of moisture in the skin to aid in the selection products prior to services.

A completely new Fragrance Studio experience will also be available to clients and features Fragrance IQ enhanced with the first-to-market sensory technology, InstaScent. Developed in partnership with 5th Screen Digital, and available exclusively at Sephora, InstaScent allows clients to explore 18 scent families through an innovative, dry air delivery system. As clients move through the Fragrance Studio, they can choose to sample favorites, have their purchases gift wrapped, and even customize their bottle with complimentary engraving.

Additionally, skincare consultations will take place at The Skincare Studio, which features a working sink and four well-lit seated stations to ease facilitation of Sephora’s client-favorite Mini Facial service. A touchscreen station is also affixed to the area for instant access to Sephora’s exclusive Skincare IQ diagnostic, helping clients determine the best products based on their skin concerns and demystifying the wide range of highly effective product choices Sephora offers.

Located on two endcap displays at SEPHORA 34th Street and 5th Avenue stores, clients can leverage the SEPHORA Innovation Lab’s newest technology advancement called “Tap and Try”, which lets you pick up any lip or lash product on that endcap and immediately try it on using Sephora Virtual Artist’s technology combined with RFID scanning.

The SEPHORA BEAUTY TIP WORKSHOP also boasts digital signage throughout the store, as well as brighter lighting, a larger cash wrap, additional mobile POS stations, easier-to-shop fixtures, enhanced gifting stations, and more impactful brand imagery.

Sephora debuted in Paris in the early 1970s. A year after its acquisition by luxury group LVMH Moët Hennessy Louis Vuitton in 1997, Sephora expanded to North America with a revolutionary store model that broke the beauty experience mold, and continues to evolve today. Now with more than 430 stores in the Americas — including U.S., Canada, Mexico and Brazil — plus nearly 600 inside JCPenney, Sephora has become a leading international beauty destination with over 2,400 locations in 33 countries. For more information, visit


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