The concept, called Oasis, aims to change the way women shop for beauty. And if their new layout is any indication, I have on doubt it will. Instead of having to ask for help to see your desired product, there are open-concept booths where you can touch, feel and examine the products you’re interested in. They called it a ” ban the barriers” type of shopping experience.
And around the area there are a variety of beauty experts that will have knowledge of multiple brands. Plus, there are areas for you to get your hair and makeup done. Yes, your hair. A commonly ignored, and huge area of sales for women, Sears is launching professional tools like CHI and hair care brands like Rusk and David Babaii for WildAid. But alongside these fancier brands such as Consonant Organics (love their stuff), Roger & Gallet, and advanced esthetician brands, you can also find a mix of Revlon, Maybelline and other mass brands. There’s a mixture with a bit of everything that makes this new concept a little bit drugstore and a little bit Sephora.
You can also buy some newer brands at this open concept space such as Hair Do by Ken Paves for some rockin’ new hair extensions. Oh and don’t forget there’s a men’s zone in this 3,500 sq. ft. space.
Check out the new Sears counters below.
– Kate Daley