Word: sephora
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Dates: during 1990-1999
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There's room for all in today's democracy of beauty. Carrying a shopping basket with the trademark Sephora squiggle, Elisa Lee totes around flame-colored nail-polish remover by Tony & Tina. The week before, she bought Decleor makeup remover. She confesses, "I like the instant-gratification thing...
...leather high chair framed by a white umbrella and chrome mirrors stands empty at Sephora, the hippest cosmetics store in New York City. A sign discreetly advises, SEPHORA MAKEUP ARTISTS ARE ALWAYS AVAILABLE FOR COMPLIMENTARY CONSULTATIONS, but the customers prefer to play in the aisles. In this Art Deco universe, all cosmetics are created equal. Witness the beauty behemoth Estee Lauder occupying the same space as stylish newcomers like BeneFit and Urban Decay. And despite the abundance of salespeople in black pantsuits and single black gloves, supervision is minimal. "I know what I'm looking for, so this works...
Beauty has gone back to basics. In the U.S.'s $16 billion cosmetics industry, you don't need supermodels like Cindy Crawford. You don't need to ply customers with giveaways. And with the advent of the Web and stores like Sephora, you don't need counter space at Saks or Macy's. The business of beauty, that most undemocratic phenomenon, has been made over by boutique companies offering such offbeat products as transdermal vitamin C patches (Osmotics), Saint-John's-wort lipstick (Tony & Tina) and shimmery body powder (BeneFit...
...friendly environment is just what you get at Sephora, the successful French cosmetics chain that opened its first U.S. store in New York City this summer and plans to have 50 stores around the U.S. by the end of 1999. Thousands of square feet in size, Sephora stores are chicly decorated, easy-to-navigate bazaars for the sale of scores of brands of makeup and fragrance. The music is low, the lighting is flattering and the merchandise, much of which is helpfully arranged by category rather than brand, is out for the touching and taking. Salesclerks leave you alone unless...
...part a response to the user-friendly Sephora, Bergdorf Goodman, the posh Manhattan department store, is nearly tripling the size of its cosmetics floor and adding a multitude of new services, including free makeovers and informal seminars on anti-aging treatments. The cosmetics floors at Bloomingdale's stores in Manhattan and Century City, Calif., have recently finished renovations to make their products more accessible to customers and the sales turf easier to navigate...