A Tour of Barneys' Mask Bar Launch

As covered by WWD, Barneys worked with Peach & Lily founder Alicia Yoon to launch a Mask Bar concept in two of their stores (Madison Ave and Downtown) as well as online.

I went to the Downtown Barneys location to check it out.

Let Me Skin Modeling Masks End Cap

Let Me Skin Modeling Masks End Cap

Second End Cap with various masks

Second End Cap with various masks

Main Mask Bar section with various sheet masks

Main Mask Bar section with various sheet masks

Overall Thoughts

  • I was surprised by the lack of Peach & Lily branding in store, as it currently shows Peach & Lily as the "mother brand" online
  • There were a lot of new brands I had never heard of with some interesting packaging and concepts
  • Pricing starts at $3 and goes up from there
  • Not all sheet masks products are Korean - rather this concept is really around the mask category
  • A Mask Bar is an excellent entry point for customers into the concept of K-Beauty, as the friendly price points and "skintertainment" aspect make them easy purchases
  • Great way for Barneys to remain on point in their beauty category, as I have written before about the importance of every retailer needing to have a K-Beauty strategy for their beauty department.
  • As department stores still struggle to maintain their retail relevancy in this age of e-commerce and omni-channel, this is an interesting way for Barneys to keep relevant in beauty. Will their customers embrace it? Let's see.