By/Por Leah Bergman
Photos by Tiffany Rose. Property of Sandow Media.
Fred Segal is known for its unique and upscale boutiques. It is a world-renowned shopping destination that draws the attention of the “Who’s Who” of Hollywood. It only seems natural that Fred Segal would team up with NewBeauty Magazine to offer a new interactive beauty experience for their customers.
“We really wanted a venue where we could bring our magazine to life, and where we could create content from the store live from Fred Segal. This way we could really get an understanding of what consumers in the beauty space where really looking for. The whole idea was to change the way women shop for beauty products,” said Steffanie Attenberg Publisher of NewBeauty Magazine. She continued with, “The genius of NewBeauty magazine and also the success of shopping online is problem solution. So if you are looking for an exfoliator or a cleanser you can come into the store and go into the cleanser area. You can try all the different products, find one you really like, and then buy it.”
Anna Jimenez co-host of the NewBeauty online instructional and informative beauty videos said, “Because we are located in the store, we are able to interact with the customers. We are able to customize and demonstrate the products that would be the most useful to our audience.”
“One of the absolutely best things in the store and getting the best feedback is the build your own TestTube station. People want to try new products, but if it is $85-$90 they are hesitant to buy…. For $30 a woman can come in and select 6 big, deluxe products … She can take those products home and try them. .. and come back and buy what she likes, “said Attenberg.
The store showcases upscale vendors such as: Pūr-lisse, Moroccanoil, and Supersmile just to name a few. A renowned skin care expert to clientele such as two-time Oscar nominee Mary McDonnell, Mila Moursi, said “For years I was happy to be an artisan in my spa. I have great clientele and a high end product that is treatment orientated….The person who really encouraged me to come was Courtney Cox. She said that I have such an amazing product that I should share it, and it should be available for everyone.” Moursi continued with, “I really want to be affiliated (with NewBeauty) because they are very supportive of experts and professionals like me.”
The NewBeauty store is giving women options and allowing them to experience products that they could not find in a traditional retail store. It has been described as the store for women who are serious about their beauty. Steffanie Attenberg described it best when she said, “It’s a beauty junky’s dream store. And mine as well.”
© 2012 Leah Bergman
Note from author: The store is located in Santa Monica, Ca. Mila Moursi will be giving monthly facials at this location.