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Many of the world beauty giants have already staged store openings, such as Chanel, Urban Decay (temporary), Giorgio Armani (temporary), L’Oréal Paris, Maybelline and NYX Cosmetics. As part of Dior’s strategy to attract millennials, Dior opened a new store located in the Westfield World Trade Center.

Mixing modernity and audacity, this new store creates an immersive experience for customers. Just a few steps in and they will feel like being part of fashion show. Neon lights, mirrored ceilings reflecting Dior’s muses, this new space transports the customers in the world of Peter Philips Creative and Image Director for Dior makeup.

The store features a Mix & Match video table enabling customers to try nail polish or lipstick on virtual model; a lip studio where they can play with different shades, textures or colors; Six professional makeup stations heighten the experience, offering professional services like face consultations or lash and brow styling.