The makeup retailer is upgrading its stores to bring a host of apps and connected experiences to customers

Sephora, the cosmetics retail giant of French conglomerate LVMH, is redefining its stores. By equipping its biggest store in North America with iPads and a lot of other digital experiences, the chain wants to offer customers an experience that merges traditional and new.

For Sephora, the Midtown Manhattan store isn't just a place where you grab items and line up for the counters. Their new concept, Beauty T.I.P., stands for Beauty Teach, Inspire, Play. The brand is bringing its already strong suite of mobile apps inside the store, bringing together the Sephora experience.

Despite the decline in brick-and-mortar brought upon by e-commerce, makeup stores like Sephora continue to strive. With shifts like this, Sephora wants its brick and mortar stores to grow along with its online portals.

Sephora

Sephora, the cosmetics retail giant of French conglomerate LVMH, is redefining its stores. By equipping its biggest store in North America with iPads and a lot of other digital experiences, the chain wants to offer customers an experience that merges traditional and new.

For Sephora, the Midtown Manhattan store isn't just a place where you grab items and line up for the counters. Their new concept, Beauty T.I.P., stands for Beauty Teach, Inspire, Play. The brand is bringing its already strong suite of mobile apps inside the store, bringing together the Sephora experience.