Cellure’s New York City store breaks new ground with its retail strategy and stem cell beauty innovations

Cellure is the newest avant-garde Korean skincare brand to hit US shores, featured in our latest Mintel Beauty & Personal Care Cityscape. The high tech brand has opened a flagship store in Soho, New York, which is billed as an interactive beauty concierge. The space feels like a contemporary art gallery or Apple store rather than a beauty retailer, with minimalist merchandising and a focus on trying the products.Beauty Trend Store Cellure

Designed by IDS Architects, the almost all-white interior is punctuated by wood panels and sculptural lighting fixtures. Consumers are invited to sit in one of four private booths kitted out with interactive touch-screens. A short video describes the brand’s technology and includes a brief skin diagnosis, followed by a self-trial of monodose samples supplied by Cellure staff.

Beauty Retail Trends

The Cellure products contain adult human stem cells, listed as human adipocyte conditioned media extract on the label. There are six products in the range – cleanser, toner, serum booster, eye treatment, day cream with SPF and night cream. The products all claim to rewire the signs of ageing. On top of this, the eye treatment features an innovative slanted pump dispensing applicator tip.Stem Cell Beauty Innovations Cellure

Cellure is not the first to use human-derived stem cell extract in skincare in the US. Last year, Lifeline introduced two products based on human parthenogenetic stem cell technology developed by its parent company, International Stem Cell Corporation. To discourage controversy, the company clearly states that the stem cell extract is non-embryonic. A number of US cosmetic surgeons, meanwhile, offer autologous stem cell face lift treatments.

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