Coty x Beauty Story & the Future of Retail

September 8, 2017

The Story concept store in New York, which changes its theme every three to eight weeks, has launched its first beauty effort, Beauty Story, in partnership with Coty. The project runs through October 8 and brings together an unprecedented product mix of established, indie, mass and prestige brands, experiential design and digital integration, and a robust calendar of in-store events, providing a view of the future of beauty retail. 

Story bills itself as an editorialized space—a shop that functions like a magazine, complete with a letter from the editor—but it also looks and feels a lot like the experiential stores that may offer a cure for retail’s ongoing downturn.

“We have the point of view of a magazine, we change like a gallery and we sell things like a store,” says Rachel Shechtman, founder of Story. She adds that Story expresses its editorial point of view through the products it curates and the events it holds. 

The participating brands include Phlur fragrances and candles (in their offline debut), Byredo, Vintner’s Daughter, Colbert MD, Dr. Barbara Sturm, One Two Lash magnetic false lashes, Indie Lee, SimpleHuman’s smart magnifying mirror, K-beauty products from Patchology and Starskin Beauty, Beauty Chef holistic beauty, Nannette de Gaspe restorative masks and gentle kids nail varnishes from Nailmatic Kids.

Beauty Story has also integrated a wellness angle by co-curating a sleep-centric space in cooperation with Smart Nora, which produces a snoring solution technology, as well as Recliner pajamas and Shhh Silk pillowcases and pillows.