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n the shadow of the New York Stock Exchange, Duane Reade opened its flagship store at 40 Wall Street on July 6. This state-of-the-art, 22,000 square foot space offers beauty, health care and food products 24 hours a day. Recently, Beauty Fashion toured the Beauty Department with Duane Reade’s Senior Vice President of Merchandising & Chief Marketing Officer Paul Tiberio and Marcia Gaynor, GMM of Beauty. “The area where we are located is very prestigious with Tiffany across the street,” Mr. Tiberio explained. “Our nighttime traffic has been above expectations, as many local residents make this a destination for both food and beauty products.” The building formerly was home to the Bank of Manhattan Trust, but was vacant for 14 years before Duane Reade selected the space. The upper deck was an ideal location for Duane Reade’s Beauty Department and the LOOK boutique, which is a showplace of the new store. “It’s upscale and carries brands you can’t find in any of the mass retailers,” Ms. Gaynor reported. “ We h a v e a b o u t 2 5 L O O K boutiques now, but 40 Wall Street is the only one that has added certain elements like a Nail Bar and Hair Salon. Customers are looking for convenience. They can get a manicure in 15 or 20 minutes, and their hair blown out in 20 minutes for a meeting or a hot date.” The LOOK boutique provides hair and scalp analyses as Duane Reade’s new space at 40 Wall Street well as skin analysis. “Once you get a customer in a chair for a skin analysis, ninety percent of the time those customers will make a purchase.” The LOOK boutique keeps a record of customers’ skin analyses as well as records of their makeup choices. When the customer comes back to the store, they can check their record. Ms. Gaynor discloses that Duane Reade is staffed with the “best Beauty Advisors. They are very passionate about their job; they love what they do and helping the customers. We do extensive training with new people for a six-week period.” The Beauty Advisors are trained on all brands by the vendors who also come in to retrain on an ongoing basis. “Because they are trained on all Duane Reade’s LOOK boutique at 40 Wall Street offers some product lines brands, they are very objective and and beauty services exclusive to this location. (Continued on page 49)



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Beauty Fashion September 2011  

Beauty Fashion September 2011 issue