Sarah Jessica Parker launches exclusive scent at Ulta
NEW YORK — Sarah Jessica Parker is launching her new fragrance exclusively at Ulta Beauty with an innovative guerrilla marketing campaign.
Parker is using the power of suggestion to help fans discover the secret of her new scenat called Stash. A mysterious global street art campaign is teasing the fragrance's ultimate reveal.
Nearly 100 bustling sidewalks and iconic New York City and Los Angeles locations have been tagged with #ComeandFindIt in chalk art, spurring consumers to stop, think – "Who wrote this?" "What does it mean?" – and hopefully share on social. Parker herself teased the art on Instagram via several posts, which led to a final reveal of a 30-second video of the campaign ad.
"When we were creating this fragrance it felt so original, unique and subversive…like we were working on a secret government project. I thought of the name Stash, because the fragrance came to resemble a precious stone – something you have to stash away because it's so valuable," said Parker. "There's a Dr. Seuss book called 'Oh, the Places You'll Go!' When people smell this… oh the places that it will go. The bags, the briefcases, the pockets, the trench coat pockets, the backpacks, the subways, the airplanes. No one is going to leave it behind."
Parker says she worked closely with IFF perfumers Clement Gavarry and Laurent Le Guernec who helped create her first fragrance, Lovely.
• TOP NOTES: grapefruit zest, black pepper and sage
• MIDDLE NOTES: cedarwood atlas, patchouli, ginger lily and pistachio
• DRY NOTES: olibanum, massoia wood, vetiver and musk
Stash is available now exclusively at Ulta Beauty.
This is the natural girl’s new beauty mecca
While Sephora and Ulta duke it out for a greater share of the mainstream beauty market, Credo is elevating the beauty experience with clean, natural products, beautiful packaging and just the right amount of service without seeming intimidating or out-of-touch.
Yahoo News asked Credo’s founder Shashi Batra for a crash course on what makes the store so special.
"We set out to create Credo because we saw no place where this emerging group of beautiful brands (we identified over 100 of them), could find a place to present themselves in an environment where there was expertise, elegance and beauty," Batra said. "Our mission is to change the way people think about what they put on their bodies. We do this by providing a destination that has the most comprehensive collection of beautiful, effective and safe beauty brands and products in the world."
Credo currently has two stores (San Francisco and New York), with plans for more.
Read more about Credo and why consumers are increasingly seeking clean beauty products by clicking here.
Sephora expands in a big way in Chicago
SAN FRANCISCO — Beauty retailer Sephora is marking a major milestone by opening its 400th store.
At 10,040 sq. ft., the new Chicago store is the beauty giant’s fourth store in the United States to feature the TIP (teach, inspire, play) format. The other locations are Powell St., San Francisco; Prudential Center, Boston; and Yorkdale Shopping Centre, Toronto.
Sephora Michigan Avenue features more than 13,000 products and an interactive environment that includes a wide array of services and classes.
The heart of the store is a long, sleek table, complete with chairs, vanities and iPad stations that acts as a central workstation where customers can take group classes on beauty topics. Each station is equipped with its own product, iPad, USB port and Wi-Fi, so shoppers can play, browse and share looks on the digital screen and online, right from their seat.
Shoppers can get one-on-one makeovers from trained makeup artists in the store’s 14-seat “Beauty Studio,” which will feature the debut of Sephora’s first digital take-home tool, an interactive face chart that is a record of the specific service the shopper received combined with customized product and application tips. It is delivered directly to the customer via email.
The studio area also has large stations with touchscreens that offer foundation, lip and concealer shade matching, and new mirror and canopy lighting fixtures for maximum light exposure.
The new location is the first Sephora to offer a “Fragrance IQ” station, which allows customers to browse 18 scent families through an innovative, dry air delivery system called InstaScent. The store also offers complimentary engraving of perfume bottles.
In addition, Sephora Michigan Avenue is one of the first stores in the chain’s fleet to feature “The Skincare Studio,” complete with a working sink and four well-lit seated stations where shoppers can indulge in the retailer’s mini facial service. A touch-screen station provides instant access to Sephora’s exclusive skincare IQ diagnostic, which helps helping customers determine the best products based on their skin concerns.
Digital signage is used throughout the store, which is also outfitted with improved lighting, a larger cash wrap, additional mobile POS stations, easier-to-shop fixtures, enhanced gifting stations, and more impactful brand imagery.