MAKE UP FOR EVER, the Paris based professional make up brand coveted by top industry artists and beauty aficionados, opened its first freestanding Boutique in Los Angeles, California on November 11, 2011.  The MAKE UP FOR EVER LA Boutique, which serves as the brand’s new West Coast Flagship, is located at 132 S. Robertson Boulevard, one of the city’s most coveted blocks lined with top retailers and celebrated restaurants.  Additionally, the brand also opened its first LA Pro Loft, a state-of-the art training and educational facility, across the street from the LA Boutique at 101 S. Robertson Boulevard.

The LA Boutique offers clients a unique shopping experience that truly brings the brand’s passion for artistry and education to life.  It retails MAKE UP FOR EVER’S full product assortment of 1,400 skus including iconic professional-only items and special effects product – making the LA Boutique a coveted destination among consumers looking for high-performance products with one of the most extensive shade assortments on the market, as well as the city’s vast artist community working in TV and film, editorial, red carpet and other aspects of the industry.

The MAKE UP FOR EVER LA Boutique features a number of interactive tools and services to provide a unique and personalized shopping experience:

• Video Make Up Lesson Recording Studio – the shop features an enclosed room where consumers can record their own personalized lesson with one of our Academy trained Pro artists.  The make up station mirror boasts a built in video camera that will record the artist giving the client a customized, step by step make up lesson, focusing on one particular feature or look, or the entire face.  The client is able to take the recorded lesson home with them on a custom MAKE UP FOR EVER USB so they can expertly re-create it at home and post it to social media.  The USB for a 30 minute recorded lesson can be purchased for $20, and the USB for a 60 minute recorded lesson can be purchased for $35.

• Make Up School – a series of interactive, personalized make up sessions are offered to educate consumers on application techniques and how to achieve specific looks.  Clients can choose from focused lessons highlighting one particular feature, or build a custom lesson by selecting the complexion, eye and lip service of their choice.  Lesson prices range from $40 to $120, and each lesson purchase is fully redeemable in product valued at the cost of the lesson.

• Smart Board – this interactive touch screen can be used to create customized make up designs and face charts, which can be emailed directly to clients.  The computerized white board and can be drawn on using fingertips or a special pen, and font colors have been matched to MAKE UP FOR EVER’S full shade assortment to provide a more accurate illustration.  This tool allows artists to animate application techniques and tips so clients can easily re-create the looks on their own.

• iPads  – stores are equipped with iPads that not only provide access to MAKE UP FOR EVER how-to videos and inspirational face charts, but also link to Facebook, Twitter, Four Square and other social networking sites so consumers can post updates on-the-go.

• Pro Atelier – a private space is available for make up artists and industry professionals to utilize for research and inspiration.  It boasts our full product assortment, so they can test formulas and colors, a table for drawing and sketching, and a shelf full of art books they can reference for ideas.

“Together, our new LA Boutique and Pro Loft are the ideal venues for sharing MAKE UP FOR EVER’S unique DNA, all-encompassing product assortment and innovative educational tools with consumers, make up artists and industry professionals,” says JP McCary, MAKE UP FOR EVER’S General Manager.  “We are thrilled to open our first West Coast flagship in Los Angeles to strengthen our bi-coastal presence and better serve the needs of this distinct community.”

The MAKE UP FOR EVER LA Boutique blends cutting-edge design with education and artistry to provide a more interactive customer experience.  At 1,300 square feet, the glass front Boutique is designed to be reminiscent of a backstage environment set in an industrial space, complete with studio make up stations and lighting, cement flooring, white walls with accents of grey brick and exposed wood beams throughout.  The space also features a long communal table highlighting new and seasonal launches that was designed for clients to sit and play with products before or after they make a purchase.  It also boasts a private entrance to service celebrity and VIP clients.

Across from the Boutique, the MAKE UP FOR EVER LA Pro Loft is a unique destination that is utilized to host seminars and classes, as well as provide professional make up artists with a venue they can use for shoots and to gather inspiration, at no cost.  The space boasts wall to wall make up stations and studio lights for hands-on education and make up sessions, along with a photo studio for shoots.  The Pro Loft will be open by appointment only, and beauty industry professionals and consumers can visit www.makeupforeverpro.com to see the schedule of classes, reserve the space and for additional information.

All LA Boutique and Pro Loft employees are trained by educators from the prestigious MAKE UP FOR EVER Academy in Paris to provide consumers with knowledgeable expertise on all aspects of the brand.

Visit MAKE UP FOR EVER’S new LA Boutique and Pro Loft:

MAKE UP FOR EVER LA BOUTIQUE

132 South Robertson Boulevard

Los Angeles, CA 90048

Tel:  (310) 289-1758

Monday – Saturday: 11:00 AM – 7:00 PM

Sunday: 11:00 AM – 6:00 PM

MAKE UP FOR EVER PRO LOFT 

101 S. Robertson Boulevard, 2^nd Floor

Los Angeles, CA 90048

Tel: (310) 289-1875

Open by Appointment Only