MAKE UP FOR EVER's New Global Flagship Shatters The Status Quo With GO PRO MAKEUP

Driven to inspire and empower self-expression through makeup, MAKE UP FOR EVER developed GO PRO MAKEUP, a unique, no-pressure makeup application lesson concept never before seen in the U.S. This highly-personalized service allows up to seven guests to learn and play with various makeup techniques at their leisure, or sit for complimentary group classes to learn with the guidance of a MAKE UP FOR EVER professional makeup artist, at no cost or obligation to purchase.

Recently launched in select locations in Paris, Singapore and London, the GO PRO MAKEUP bar at MAKE UP FOR EVER Lexington Avenue is the first of its kind in the U.S. The custom-designed, three-sided bar features a moving belt, similar to a sushi bar. Various sets of products grouped to create specific makeup looks rotate slowly around the bar, allowing guests to hand-pick the makeup skill they want to learn. Each station is outfitted with a well-lit makeup mirror, disposable wands and other hygiene tools, a USB port for charging mobile devices and hooks for bags and coats.

At any time during store hours, the GO PRO MAKEUP bar is open for guests to learn and play. Anyone can sit at one of the bar's seven seats and select a technique of their choice, such as the Highlight and Contour set, which includes simple, four-step instructions and MAKE UP FOR EVER's Pro Sculpting Palette, Pro Light Fusion highlighter and Ultra HD Pressed Powder. The store's professional makeup artists provide a fresh set of MAKE UP FOR EVER Artisan Brushes for use at the bar and ensure that shades in the guest's chosen set are the best match for their skin tone and preferences. The store's artists are trained to customize their support level to each guest's desired experience, ranging from simply offering the optimal shades to providing personalized, one-on-one GO PRO MAKEUP lessons.

In addition to the open, walk-in experience, GO PRO MAKEUP at the new MAKE UP FOR EVER flagship store helps guests perfect their makeup techniques one skill at a time with easy, concise group lessons. GO PRO MAKEUP classes are held Monday through Saturday at 3PM and 6:30PM, and Sundays at 2PM. These lessons, which accommodate up to seven people, last approximately 20 minutes and are led by a MAKE UP FOR EVER artist with supporting artists on hand. At the start of each class, supporting artists shade-match each guest with MAKE UP FOR EVER's renowned extensive shade range. The lead artist conducts a live tutorial from the opposite side of the rotating bar, guiding the group through self-application. During the instructional class, artists can modify techniques to flatter each person's unique features, offering personalized education within a small group setting. The objective is to provide brief lessons that leave each guest with a new skill they can recreate at home. This highly interactive feature makes the store a destination to learn and play in a relaxed and comfortable environment.

The service launches with 10 techniques from which guests can choose. Looks will shift seasonally and as trends emerge. The initial lineup includes both timeless and trend-driven options for complexion, lips and eyes, such as Correct and Conceal, Bronze Glow, Flawless Matte Complexion, Highlighting and Contouring, No Makeup Makeup, Metallic Lip, Smoky Eye, Brow Perfection, 5 Minute Makeup and Flawless Ultra HD Complexion.

"Opening the Global Flagship on Lexington Avenue is a hugely significant moment for us," says Laure de Metz, MAKE UP FOR EVER General Manager, Americas. "Between the digitally enhanced store design, broad product assortment and unique educational experience of GO PRO MAKEUP, we're bringing the core of our brand to life in a way that our customer has never seen before."

In addition to the revolutionary GO PRO MAKEUP launch, MAKE UP FOR EVER's technologically-enhanced flagship store features a digital lash bar, allowing guests to virtually try on the brand's 50 false lash styles, and custom-designed overhead lighting specifically designed to be optimal for makeup application. Full makeup application and waxing services complete the store's self-service to full-service model.

The 731 Lexington flagship store joins five existing U.S. MAKE UP FOR EVER boutiques and the New York City Pro Studio, a special Downtown Manhattan boutique favored by professional makeup artists and savvy makeup users. The latest Manhattan brick-and-mortar is the brand's largest retail venture yet, capitalizing on its exclusive offerings and high-traffic location. Store hours are 9AM – 8PM Monday - Saturday and 12PM-6PM Sunday.

For more information about MAKE UP FOR EVER locations, please visit http://www.makeupforever.com/us/en-us/brand/boutiques.

SOURCE MAKE UP FOR EVER

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