Beauty expert Jay Manuel has partnered with his longtime pal Iman and Simon shopping centers to bring his beauty line to brick-and-mortar retail.
According to Women’s Wear Daily:
But instead of inking a contract with a department store or specialty retailer like Sephora or Ulta Beauty, the supermodel and makeup artist have linked with Simon on a series of permanent retail concepts for the makeup line — called the Jay Manuel Beauty Retail Experience — that will be stationed within busy common areas inside Simon shopping centers.
The first location will open on Nov. 16 at the Roosevelt Field Mall in Garden City, N.Y. Several more locations are slated to roll out to other Simon properties next year.
The spaces are 20 feet by 20 feet and split into two sections — the “Discover You” side and a “Pro” side (see photo above).
The Discover You spaces are equipped with touch screens on which shoppers can access the brand’s app, which offers free virtual services like shade-matching, color-finding and virtual try-ons. The Pro section is staffed with professional makeup artists who can walk consumers on how to use the products or create a look. Each space is anchored by two monolithic towers featuring screens that play brand videos and stream exclusive content — including FaceTimes with Jay Manuel himself.
“It offers two very distinctive settings — you can go into the Discover You station, self-source and play, do you own makeup and try [products],” said Manuel. Or you can learn from a makeup artist. I wanted to bring the true customer service [in prestige] that has been lost as I’ve found as a consumer myself — you walk into some stores and artists go in and out and it doesn’t leave you feeling empowered. And on either side of the experience all this content is constantly running.”
Why, it’s the future of makeup shopping! Congrats, Jay!
(Top photo of Jay: Pacific Coast News)