Pharmaca ups prestige with Beauty Bar

Pharmaca’s new 1,000-sq.-ft. Natural Beauty Bar in Los Angeles along Sunset Boulevard centers around two areas: the brow bar for waxing and threading services and the makeup area for makeup application and makeovers.

“With [the new beauty bar], it’s really allowed us to expand on some new items,” Tiana Ukleja, Pharmaca’s health and beauty category manager, told Drug Store News. “We have a great partnership with a brand called SpaRituals. [Previously] we had only been able to house 24 [nail] colors, now we have 200.”

Creating this kind of prestige in-store experience around natural products generates the kind of Foursquare buzz that Pharmaca believes will drive new shoppers into the store to check it all out. It’s an experience that could create loyal shoppers out of a younger generation. According to a recent SymphonyIRI Group survey, 42.6% of millennials identify with a retailer because they’re “fun to shop at.”