Its lower Queen St location puts it in a prime position for working women based in the city who want to go out or have some pampering done after work.
It also places it within downtown’s developing luxury precinct, alongside retailers such as Dior, Prada, and the recently announced R.M. Williams.
The store will be open seven days a week until 7pm Monday to Wednesday, 8pm Thursday to Saturday and 5pm on Sundays.
In August, general manager of Elizabeth Arden New Zealand Valerie Riley said the site would be the perfect location to test out new ideas before taking them international.
“We view this iconic location as a pilot laboratory to experiment with new and exciting ideas for products, promotions, and service driven events,” Riley said.
The makeup brand has been a firm favourite with Kiwi shoppers, with its fragrances and foundations often topping bestseller lists.
Fans of the brand will be delighted with its state-of-the-art Custom Colour Foundation Machine, which scans customers’ skin and assesses their exact tone, with a machine then dispensing the right pigment into a custom-blended foundation.
It costs a pretty penny at $88, but the customisation factor (also known as ‘me-tailing’) is something customers are increasingly demanding in products, so it will no doubt be popular.
Worldwide, other makeup brands are changing up traditional means of reaching customers.
L’Oreal Paris has launched a Makeup Genius app that allows any one with an iPad or iPhone to test out their 300 colour products on their face, while Selfridges in the UK launched a fragrance lab that matched scent suggestions with customers' psychological profiles.
Meanwhile, makeup shop Sephora has rolled out several digital programmes, such as a contouring app, beacon in all its stores and augmented reality front-window displays.