Business Opportunities for Beauty Brands
Growing innovation in the beauty business from Sephora, Riley Rose, and others
Brookfield Properties is known for helping launch unique activations and innovative brands within the beauty category. Beauty is one of our strongest growth segments—it has a particular appeal among millennial shoppers who expect fresh aesthetics and technology integrations as part of their retail shopping experience.
Calvin McDonald, President and CEO at Sephora Americas calls Sephora's brick-and-mortar strategy "bullish" and believes that the company's "mall-based business is growing at the same rate" as the rest of their burgeoning portfolio. This is due, in large part, to their ability to test and improve customer experience in the physical space.
Latest retailer success: Ulta opens at Staten Island Mall
"We are excited to welcome guests to our new store at Staten Island Mall, a vibrant location that provides convenient access to all things beauty. We can’t wait for people to explore Ulta Beauty’s assortment of more than 20,000 products across all beauty categories and price points, and enjoy our full-service salon featuring hair, skin, and brow services."
- David Krueger, Senior Vice President Growth and Development at Ulta
Read on to learn more about how we're improving the physical retail beauty experience through exclusive partnerships, flagship stores, beauty pop-up shops and other activations. Get in touch to find leasing options for beauty retailers and discover the possibilities for your brand.
The first-ever location to pilot the company's digital makeover technologies
Built in 2016 at 605 N. Michigan Avenue, in the heart of Chicago’s famed Magnificent Mile retail district, this flagship store brought to life Sephora's fourth Beauty TIP (Teach, Inspire, Play) Workshop. Serving the third-largest retail market in the United States, the brand introduced a number of digital makeover technologies to Chicago residents and tourists alike.
The store features 10 iPad-equipped stations where visitors can watch classes on specific beauty topics and how-tos. Visitors will also be offered one-on-one consultations with Sephora makeup artists, along with digital post-makeover guides containing product tips to recreate the look at home.
Providing education at every step, the technology-heavy flagship store gives visitors a fuller shopping experience via digital representations of product offerings—from fragrances and lip products to false eyelashes.
An exclusive relationship with Forever 21's new beauty brand—aimed at Gen Z and millennials
Opening 10 locations across our property portfolio, Riley Rose offers consumers the ability to touch, test and purchase well-known and emerging cosmetic brands from around the world. That includes many brands that are typically only available online.
Targeted at Gen Z and millennial shopper segments, the shops utilize user-generated social media content and unique merchandising. In-store digital screens broadcast a live feed of Instagram posts tagging @RileyRose, and selfie installations range from porcelain tubs filled with bath bombs to neon-laden, pink park benches. Store displays encourage curiosity with bright, foreign candies, trendy housewares and stationary.
Created by Linda and Esther Chang—the two daughters of Forever 21's founders—the stores create an exclusive space for millennials and Gen Z shoppers to easily and authentically explore independent, as well as established, beauty brands.