Teen Vogue is launching salon services as part of a bigger push by parent Condé Nast to mine new commerce streams.
Teen Vogue’s Haute Spot, the popup retail stores it operates at upscale malls around the country, is introducing $100 1-hour, private sessions where teens can get makeup, hair and style services from Teen Vogue staffers and makeup pros.
The salon services will make their debut March 13 at The Westchester mall Haute Spot and be offered at all four 2010 Haute Spot locations.
“We had an interest in creating…a store that has a new revenue stream,” said Laura McEwen, Teen Vogue’s publisher.
Teen Vogue has launched a number of brand extensions lately, including a line of bedding and room decor for teens; a Haute Spot iPhone shopping app; and a book by EIC Amy Astley, The Teen Vogue Handbook: An Insider’s Guide to Careers in Fashion.
McEwen sees potential to make the Haute Spot, now open 30-45 days at a time, a year-round fixture. To that end, she hopes to incorporate it into Teen Vogue’s Web site and pursue permanent brick-and-mortar stores.
Last year, the popup stores drew about 50,000 visitors and generated $250,000 in sales of merchandise from sponsors, whose items are featured in the store in exchange for advertising support, she said. Nike and Chanel are among sponsors this year.
“The concept has great resonance,” she said. “It would be a hope to have some permanent, fixed locations over time.”