Sephora Opens 2nd ‘Studio’ in Hoboken, New Jersey

Sephora has opened its second Studio, a 3,580 square-foot store in Hoboken, New Jersey. The store comes 10 months after the first Sephora Studio opened on Boston’s Newbury Street in July of last year. 

The store features tech-enabled beauty discovery like the Virtual Artist tool, which lets users virtually try on different looks, and the Color IQ feature, which scans a customer’s face to find a foundation match.

But it’s not all tech — there are also beauty classes, a concierge advice service and services like facials. The company plans to open more Studios this year, including in Brooklyn, New York; Los Angeles; and Washington, D.C.

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