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Coty teams up with concept store for limited run beauty rollout.
September 7, 2017
By: Melissa Meisel
New York’s ever-changing concept store STORY recently unveiled “Beauty STORY,” its 35th installation, produced in partnership with Coty. The project will be open Sept. 7 through Oct. 8. The bold conversation is led by Coty brands including COVERGIRL, Sally Hansen, Rimmel, and Clairol, which are joined by a curated mix of experts such as Space NK founder Nicky Kinnaird, Heyday, the customized facial shop and innovative tech partner Perfect Corp, and creative upstart. To visualize the beauty of diversity, STORY turns to Instagram artist Adam Hillman (@Witenry), whose eclectic arrangement of everyday objects drives the store’s design narrative. STORY brings some of its favorite exclusives to life in themed statements, from Sleep essentials inspired by Smart Nora toPhlur fragrances and candles – offline at STORY for the first time! STORY is a retail concept based in Manhattan that blurs the lines between retail and media through an innovative, change-based model. Envisioned by founder Rachel Shechtman as a living magazine, the 2000-square-foot shop located on 10th Ave in Chelsea takes the editorial viewpoint of a magazine, changes like a gallery, and sells things like a store. Since opening, it has presented 34 unique merchandise installations including Making Things, Style.Tech and Home for the Holidays, and worked with partners including General Electric, Intel and Target to bring each concept to life. According to the company, self-expression is the dominant thread of Beauty STORY that comes to life through a series of irresistibly shareable brand-driven activations, incentivized through social currency. Every time guests engage, experiment, and share their experience with each brand, they earn complimentary Coty products.
The merchandise included in Beauty STORY was chosen to empower individual expression and inspire discovery of the industry’s increasing diversity. Topics of conversation range from sleep-focused products to all-natural offerings from Indie Lee. Innovative inventions like SimpleHuman’s smart magnifying mirror And because all anyone can talk about right now is masks, STORY has stocked up on K-Beauty favorites like Patchology and Starskin Beauty!
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