I think people should take note of a new amenity on Sixth Avenue that’s worth checking out. Now inside the base of the Hilton Hotel is a new 2,700-sf luxury boutique cosmetics spa and store that specializes in honest, no-pretense, expert advice on all things related to beauty and cosmetology - and the place caters to men just about as much as to women. It’s called Bluemercury of founder Barry Beck. (See the news stories at campfire-capital.com/retail-innovation/sales-channel-innovation/bluemercury-nyc-digital-hub and wsj.com/articles/bluemercury-to-open-manhattan-flagship-store-1493576716).
This place is more than a bunch of displays of lipstick and rouge amid a sea of pink and aqua. It’s a high-tech center worthy of Star Trek. There’s a mirror that can read products and provide video reviews. There’s remote makeup consultation via FaceTime. There’s an entire digital hub for the company’s social-media outreach, and there’s an augmented-reality feature in the works - all to find the right cosmetics for each individual. It’s a playground for people who love to look good.
Just maybe the Avenue of the Americas really is the new Fifth Avenue.
