- Vivian Hendriksz |
British department store group Debenhams continues to strengthen its beauty offering by partnering with Estée Lauder Companies UK & Ireland to launch #Beautyhub. The ‘test and learn’ concept is the first multi-brand in-store concept at Debenhams and is being trialed at Debenhams’Stevenage store, in Hertfordshire.
The new concept aims to offer an engaging and unbiased shopping experience which has been curated around customers individual beauty targets. The new #beautyhub brings together a series of Estée Lauder beauty brands, such as Bobbi Brown, Clinique, MAC, Tom Ford, Origins and Estée Lauder as well as fragrance brands such as Michael Kors, DKNY, and Tory Burch, which are offered as part of the dedicated fragrance bar.
Debenhams opens 'test and learn' retail concept with Estée Lauder
The new #beautyhub integrates digital and social elements into the physical store, offering suggested looks and product mixes like ‘The Festival Survival Kit’. Customers can access inspirational video looks via in-store iPads and film their own personal consultation for a later reference. Additional #beautyhubs are set to roll-out across other Debenhams locations later this year.
“Driven by choice, and with increasingly sophisticated brand and category knowledge, the UK beauty consumer seeks the ability to shop a range of brands through a personalised buying experience," said Nicky De Simone, Brand Manager, The Estée Lauder Companies UK & Ireland, in a statement. "#beautyhub provides the solution, reinventing the physical retail experience by offering a consumer-led and innovative multi-brand experience that is unbiased, fun, curated, relevant and digitally-connected.”
The concept has been specially developed to satisfy customers “insatiable appetite for fresh new brands,” while offering them “an engaging and exciting environment to shop in with beauty experts on hand to advise across multiple brands,” according to Richard Cristofoli, Managing Director, Beauty and Marketing, Debenhams. The new hub also offers a menu featuring complimentary and redeemable in-store services at The Experience bar as well as make-up consultations and ‘snap & pose’ masterclasses.
The #beautyhub launch on May 25 follows on a series of leadership changes at Estée Lauder earlier this month, including the appointment of Laraine Mancini as senior VP of investor relations. The new concept is part of Estée Lauder’s wider retail trial approach, which includes the opening of an interactive scenting experience at the Tom Ford Beauty store in Covent Garden.
“The launch of #beautyhub in Debenhams Stevenage is a significant evolution for our Company," added Janet Saunders, Vice President General Manager, Commercial, The Estée Lauder Companies UK & Ireland. "With a strong UK presence and beauty focus, Debenhams is the perfect partner for our trial, as we continue to explore new ways to service and interact with our consumers. Whilst the concept is in its early stages, we look forward to launching #beautyhub in further doors in due course.”
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