Brand New: MAKE UP FOR EVER Retail Concepts Stores at Sephora

On October 1, 2010, MAKE UP FOR EVER opened the first of three retail concepts within select Sephora locations.

“The boutique and studios represents new platform for the brand to showcase its unique DNA through unparalleled artistry and education.”

Sephora SoHo, in New York will be home to MAKE UP FOR EVER’s uniquely designed retail concept. The other two locations are Sephora South Coast Plaza, Costa Mesa, California and Sephora Venetian, Las Vegas, Nevada.  The MAKE UP FOR EVER Boutique & Studio was created by professionals to give clients the feeling of being in a  “backstage environment complete with makeup stations and studio lighting.”

The makeup studio will offer twenty minute “Choose your focus” classes on “Complexion Technique”, “Eye Make Up Technique” and “Lip Technique.”  Each of these categories will have a number of options based on clients’ skill level and look preference.  The Makeup artists will demonstrate the technique on half the client’s face and client will do the same technique on the other side of their face while under the guidance of the Makeup artist. This gives the client a feel for the brushes, techniques and products used. This practice also takes the guesswork out of makeup application. Sessions are complimentary with a $40 product purchase or the client may pay $40 upfront and receive a $40 gift certificate to use within the store.

In addition to the makeup studio, each boutique will have an eye shadow station also described as a “communal table,” iPads, and a smart screen. The eye shadow station allows clients to test the full range of MAKE UP FOR EVER eye shadows and create their own color palette from the selection of colors. The smart screen merges beauty with technology and is the first of its kind in a Sephora store setting. It is a teaching tool that allows staff members or clients to create a virtual face chart with color and texture. The iPads loop MAKE UP FOR EVER “How-To” videos as well as link to social media sites such as Facebook, Twitter and Foursquare.

MAKE UP FOR EVER at Sephora, Venetian opened on October 8, 2010 and South Coast Plaza location will open on October 15. On Foursquare, I’m currently the mayor of the MAKE UP FOR EVER, Sephora Soho but because it’s such an amazing space, I know I won’t be for long.

Here’s Michael DeVellis, VP of Professional and Retail Operations for MAKE UP FOR EVER giving ThisThatBeauty the rundown on the Soho concept store.


This post is written by ThisThatBeauty Contributor, Christene Carr. For more: @CNicholaC,, and

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Felicia Walker Benson is Editor in Chief for ThisThatBeauty and Social Media Beauty Editor at Bergdorf Goodman (her glorious day job!). For Felicia's complete bio, click on the "About Felicia" tab. Follow Felicia on Twitter @ThisThatBeauty

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  1. [...] This post was mentioned on Twitter by MAKE UP FOR EVER, ThisThatBeauty. ThisThatBeauty said: The @makeupforeverus concept stores are BEYOND!Chk @thisthatbeauty's review w/video footage from @michaeldevellis [...]

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