Jul 13, 2016
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Marie Claire launches online beauty store Fabled

Jul 13, 2016

Women's magazine Marie Claire has announced the launch of Fabled, its new online "beauty and wellness destination" that it is starting with British grocery etailer Ocado.

Photo: Time, Inc.

The site will sell premium and niche brands, including Estée Lauder, Bobbi Brown, Urban Decay, Nars and Perricone MD, and will also feature editorial content. As well as becoming an online retail destination, Marie Claire is also opening a flagship store named Fabled by Marie Claire on Tottenham Court Walk in London in August, to coincide with the etail launch.

Marie Claire beauty editor Sam Dean will curate the editorial content for the site, which will be led by Fabled managing director Amanda Scott.

“We are hugely excited by the launch of Fabled and our ambition is to inspire consumers with this fresh and unique approach to the beauty retail marketplace. An increasingly confident generation of women are looking for new ways to explore and express themselves through beauty. Our new venture perfectly combines the unparalleled brand authority and influence of Marie Claire with the ecommerce expertise of Ocado,” Scott said.

The site's target audience is busy "beauty-savvy women everywhere" and it promises to deliver online purchases within a choice of one hour time slots, seven days a week. The London flagship is designed by GP Studio and will sell brands such as Chanel, Benefit, YSL, Clinique, Elemis and Lancôme.

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