The first european shop in shop
2011 has given MAKE UP FOR EVER a new challenge: to give the general public the key to the brand’s universe.
After having tried it out in the USA with great success, MAKE UP FOR EVER and Sephora have teamed up to open the first “shop in shop” in Europe installed at the “mezzanino” floor of the Sephora flagship situated in the “Corso Vittorio Emanuele” shopping center in Milan.
What's different to the usual Sephora "corner"?
The beauty retailer offers an area dedicated to the world of MAKE UP FOR EVER, that recalls the cinema, fashion shows, stage “backstage” world cherished by the brand’s DNA.
This new and unique shop will provide guests with privileged interaction with MAKE UP FOR EVER staff, give them access to a Make Up School where they can follow personalized lessons, alone or in groups. A large work table is also part of the merchandising allowing visitors to sit and test products before or after purchase, play with the complete range of eyeshadows (one of Dany's favorites) displayed in the center of the table giving them the possibility to create their own palette, or simply chat about makeup with other enthusiasts!
The shop also has the prestige to offer the full MAKE UP FOR EVER products range instead of the 365 references usually found in a Sephora "corner", bringing the “Pro Only” products out from behind the scenes!
The Color Creams, the Fluo Night powders, the Metal powders, the Pan Cakes, our Special Effects products such as the artificial bloods, Plasto Wax… will no longer be a secret for you.
So if you happen to pass through Milan, pop in! Our makeup experts would love to have you!
Date : November 2011
Location: Corso Vittorio Emanuele, Milan, ITALY