Watch: Tour Marie Claire's new beauty shop Fabled

Marie Claire has brought together an array of beauty brands in a new store called Fabled which uses its expert knowledge in the area to offer customers advice.

The store, located on Tottenham Court Road, is an attempt for Marie Claire to expand its remit beyond publishing. There is also a dedicated website for which it has teamed up with Ocado to handle delivery.

Justine Southall, managing director for fashion and beauty at Time Inc UK, told Campaign: "For more and more media brands ecommerce is a big opportunity because we spend our time inspiring women and getting them to buy stuff, but how we do that is the big question."

The store is made up of two floors of beauty, skincare and hair care brands. Not forgetting the core product, there are also copies of the latest Marie Claire located at till points.

Dotted in between the brands are pods with advice on how to create different looks, such as smokey eyes or a beach-bronzed face. Customers can interact with tablets for advice and pick up small cards with tips. The advice is content from Marie Claire’s beauty experts who have picked out different brands.

Southall said there are plans to expand to a third floor which would have services such as a juice bar or blow-dries. However, this is yet to be decided on.

She explained that Time Inc wanted to move into retail "at scale" so the company brought in Amanda Scott, former head of buying for beauty and accessories at John Lewis, to lead the project.

Marie Claire is the latest brand to move into experiential. Earlier this year, Hearst set up a beauty pop-up event in Westfield London where people could buy themselves a cocktail, listen to a talk, book in for a service and buy the latest products.

Southall said that brand extensions like this "undoubtedly" help to make up for revenue lost in print sales. It’s no secret that magazine sales have been falling for some years. Marie Claire’s total circulation dropped 11% year on year to 165,362 in the first six months of the year, according to the latest ABC figures.


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