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Dior opening first cosmetics boutique in New York

Dior opening first cosmetics boutique in New York

Dior is opening its first cosmetics boutique in New York City.

The French luxury brand will open its first cosmetics concept store in the Oculus of the Westfield World Trade Center in lower Manhattan on Friday (11Nov16).

The 650-square-foot shop features a large floor-to-ceiling video screen, flashy photographs and six work stations, where customers will be able to request a variety of professional services, including make-up and brow styling.

Renaud de Lesquen, president of North America of Christian Dior Couture and Parfums, said the company chose the site to set up the boutique due to its location and design of the building.

“This Oculus is just amazing,” he told WWD. “It’s something that doesn’t happen overnight and so we are very proud and very happy to have this new landmark for Parfum Christian Dior, with this new, one-of-a-kind concept boutique.”

Dior Beauty, which is helmed by creative and image director Peter Philips, hopes to garner the attention of millennials and take a larger segment of the growing cosmetics market with the new flagship.

For instance, Dior is working on new digital initiatives, such as a video table where a customer can play with lipstick and nail polish colours on a screen.

“There will be a lot of digital activities inside and outside the boutique; the clients have a chance to experience a lot of new digital innovations,” explained De Lesquen.

While most of the space in the boutique is dedicated to make-up, the store also includes a perfume bar where clients can test J’adore, Miss Dior, Sauvage and Dior Homme, among other classic Christian Dior fragrances.

The new boutique is the fourth Dior has opened in the U.S., and joins the company’s stores in Dallas, San Jose and Caesar’s Palace in Las Vegas.

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