Sephora opens its third Italian flagship store in Florence on Friday, March 22. On the ground floor of the former Coin store in central via dei Calzaiuoli, shoppers will be struck by the light-filled atrium and the respectful restoration of the historic palazzo, complete with the ionic columns dating to 1834 and a hanging garden over the first-floor cast iron balconies.
But it’s the Beauty Hub that steals the show. The rounded bar-like design and oval ring-light mirrors attract the cosmetic conscious to pull up a stool for make-up consultations starting at 30 euro. Multilingual professionals provide total makeovers or focused sessions to introduce clients to potential new products before jotting down the lip glosses, blushers and eyeshadows used on a face chart in a non-pushy way.
Other stations provide hair services from the likes of GHD and Dyson on a rotating basis, as well as skincare diagnosis helmed by leading brands such as Le Mer. International beauty brands like Haus Labs by Lady Gaga and Glow Recipe are currently making their Italian debuts at Sephora Firenze, which boasts its own product line of Parisian-style tote bags, pouches and water bottles.
Fragrances have always formed an essential part of the Sephora experience. Men’s, women’s and genderless perfumes line black shelves contrasting with the whitewashed walls. If you’re undecided, head for the Fragrance Discovery corner, where shoppers can insert their preferences and the innovative machine stylishly scents the air with olfactory options, plus a QR code to make purchasing easier.
Trends in the beauty world move at lightning speed, which is why one of the first things clients come across at the flagship store is a counter demonstrating the latest “Hot on Social Media” products. Today that’s LANEIGE’s Lip Sleeping Mask and Huda Beauty’s Baking and Setting Powder; while we don’t know what tomorrow will bring, the beauty minded are sure to find it in via dei Calzaiuoli.
One last thing. Don’t leave Sephora without getting your face on the big screen inside the store. Two Kinect cameras capture people’s images and project them onto an image of an imaginary Florence.
During the weekend of March 22, Sephora will be offering clients a weekend of potential beauty prizes. Valentino Beauty, Lancome and Kiehl’s discovery kits and 45-minute make-up sessions will be given away every day between March 23 and April 7.
