If you are planning a trip to Paris or Tokyo anytime soon, I have some must see places for you. Bobbi Brown Cosmetics brings the “The Bobbi Brown Experience” to life this spring 2009, with the opening of two new free-standing stores in Paris at 1 Bis, Rue des Francs Bourgeois, Le Marais, Paris and in Japan at 3-46 Kita-Aoyama, Minata-ku, Tokyo . The Studios are an expression of Bobbi Brown’s unique brand culture, and a way for consumers to discover and enjoy Bobbi’s products and services first-hand.
Community, artistry, and education are the hallmarks of The Studio. To that end, the store’s main design component is a communal artistry table, which creates a warm and welcoming environment for the consumer and her friends to try products at their own leisure, or if they so choose, get the help of our Makeup Artists. Additional lifestyle and architectural details reflect Bobbi’s approachable but sophisticated aesthetic.
When she visits The Studio, our consumer has the freedom to design her own shopping experience. She can gather with others at the artistry table to exchange tips and ideas; she can watch a video of Bobbi’s seasonal inspirations and how-to’s; or she can choose from a menu of specialized services. The Studio will also offer exclusive, limited edition items on a seasonal basis.
A visit to The Studio will provide consumers with the ultimate immersion into Bobbi Brown Cosmetics’ brand culture.
Key Store Design Features
- Communal Artistry Table: The heart and center of the store. This table invites consumers shopping alone, as well as larger groups. They can test products on their own or enjoy on-the-spot makeup lessons from our Makeup Artists.
- Product Wall: Introduces the consumer to key product categories; will be updated regularly, and will include framed inset niche’s for product along with large visuals
- Press/Inspiration Wall: Includes local press placements, as well as pages from Bobbi’s sketchbook and concept diary. This wall introduces consumers to Bobbi’s many facets – makeup artist, entrepreneur, lifestyle expert, philanthropist – and illuminates the inspirations and concepts behind top Bobbi Brown products.
- Private Event Space: Part makeup studio, part learning center. This space is ideal for consumers who want a private, more intimate setting for their one-on-one makeup lessons. It can also be used for small events and makeup parties.
Studio Services
The Studio will give customers the opportunity to receive educational services in both individual and group settings. Makeup applications and lessons can take place at a communal artistry table or in a more private setting. When a consumer leaves our Studio she will have the knowledge and products she needs to be her own makeup artist.
The Menu of Services in The Paris Studio will include:
- VIP Makeup Lesson: The ultimate makeup lesson in a one-on-one setting. Our artists will impart Bobbi’s professional tips and techniques and create a skincare and makeup routine tailored to the consumer’s needs and lifestyle. 1 hour.
- Makeup Party Workshops: Ideal for corporate groups, professional gatherings, celebrations or a girls’ night out. Each woman will receive a personalized makeup lesson and a customized face chart, plus an insider’s look at the things that inspire Bobbi. Minimum of 4 people. 1 – 1 1/2 hours.
- Special Occasion Beauty: Our makeup artists will treat each consumer to a flawless makeup application that’s perfect for the big night out – from the prom to a cocktail party. 30 minutes.
- Teenage Beauty: Ideal for teens, eighteen and under. Teens will get answers to their burning beauty questions and learn how to be their prettiest. 30 minutes.
- Bridal Beauty: Tailor-made for the bride to be. Our artists will show women how to look their best from ceremony to reception. 1 hour trial application. 1 hour application day of wedding.
- Brow Grooming: Groomed brows instantly add polish. During this session, our makeup artist will do a brow shaping and grooming.
Now, as wonderful as this sounds, what about if you live in the US and you have np plans to go overseas anytime soon? Fret not…There are currently 13 free-standing Bobbi Brown stores worldwide – 2 in the US (Belk, North Carolina and Montclair, New Jersey) and 11 overseas. The plan is to have 35 global free-standing stores open by FY12. Current locations include: Hong Kong (3), Japan (1), Malaysia (2), Middle East (4), France (1).
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