|The Teen Vogue Haute Spot is a month-long concept store hosted by the publication at the Mall at Short Hills in New Jersey.|
Beauty brands mix and mingle with young consumers at Teen Vogue’s Haute Spot.
By Christine Esposito
On a windy Spring day, teenage girls dressed in sweatpants and Uggs, and a few parents too, milled about inside the Teen Vogue Haute Spot in Short Hills, NJ. Most girls were watching the prom fashion show sponsored by C-Thru Fragrances, while others just arriving were sampling Dylan’s Candy Bar body care products served on a silver platter.
C-Thru and Dylan’s were just two of several companies taking part in the magazine’s month-long concept store located in the Mall at Short Hills, a tony spot filled with luxury retailers such as Neiman Marcus, Saks Fifth Avenue and Tiffany & Co. as well as more affordable options like Gap, The Limited and Macy’s.
At the Haute Spot, teens could meet Teen Vogue editors, participate in casting calls, get makeovers and style consultations, check their MySpace pages at the Internet café stocked with HP notebooks, recharge their cell phones or iPods and (of course) purchase products.
According to Eleanor Banco, director of public relations for Teen Vogue, some brands at the Haute Spot opted to sponsor specific events (such as C-Thru did for the April 4 fashion show), while others are the publication’s top advertisers. Products spotted included items from Lancôme, Benefit, Versace fragrances and Supersmile.
|C-Thru’s trio of scents are sold at Target, Wal-Mart and Kohl’s.|
“The C-Thru fragrance collection celebrates individuality among young women by encouraging them to express their uniqueness.We have partnered with Teen Vogue to introduce the “Flair Play” shopping spree contest on c-thrufragrances.com and participate in the magazine’s Haute Spot Concept to reach a broad audience.Being you is a great thing and we want to send that positive message to all teens,” said Melissa Gabel, director of global marketing for C-Thru.
Although C-Thru is part of Estée Lauder’s Aramis and Designer Fragrances unit, its trio of scents (Ruby, Blue Opal and Purple) sold only at Wal-Mart, Kohl’s and Target. EDT sprays in 1oz and 2.5oz bottles are $17 and $25 respectively. The brand was launched in December.
|A prom fashion show, sponsored by C-Thru Fragrances, was held April 4.|
Teen Vogue’s inaugural Haute Spot ran in December 2008 at the same location in Short Hills. In September, the magazine will set up shop again for the back-to-school season, and Ms. Banco told Happi, the concept will be expanded to other locations in 2010.