Sephora opens largest U.S. store in New York at Herald Square

Beauty retail chain Sephora has opened its biggest store in the US in the heart of New York’s Herald Square. The 11,300 sq ft space on 34th Street showcases a mammoth 13,000 products, 25% more than are on offer at a normal Sephora store.

The 34th Street location is the latest in the retailer’s newest format which is anchored by the mantra “Teach, Inspire and Play” and where customers can trial product in a unique hands-on workshop-style setting.

There is a Beauty Workshop hub at the centre of the store where 12 customers at a time can book classes with senior artists and watch web tutorials. First of a kind Sephora technology is debuting at the store with the ‘Moisture Metre’, a gadget that measures the moisture levels of your skin, taking pride of place in the Skincare Studio.

The fragrance identifier InstaScent, which spritzes raw perfume notes out to help customers decide which sort of scent they’re most attracted to, is showcased in the Fragrance Studio and Sephora’s Tap and Try “virtual artist” try-on technology will be available to experiment with lip and lash products virtually.

Sephora new flagship store New York at Herald Square