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MAC is creating a new type of store to appeal to Millennials and Generation Z—you know, the youngsters born after Millennials who are just getting into lip gloss. WWD reports that the makeup brand is debuting different templates for new MAC stores, from "a fashion authority template" to a "youth" template. The look for youth-oriented stores includes a giant curved table loaded with products to try out and a major focus on selfies. Apparently, the tactic is working. The first youth-oriented MAC store opened this summer in Orlando, and WWD reports that it's already one of MAC's top five stores in North America. MAC's next youth format store will open this December in New York City near NYU.
Global brand president of MAC Cosmetics Karen Buglisi Weiler told WWD: "One store doesn't fit all. A few years ago, that's what we did. There might be a big store or a small store, but how we approached it was pretty much the same. Now, we understand our customer street by street, market by market. You have to be in the world of customization and relevancy now."
· Retail Watch: MAC Introduces Youth Retail Format [WWD]
· Michelle Phan Tells Beauty Brands to Chill for 'Authentic' Videos [Racked]
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