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Selfridges raises the bar with The Beauty Workshop Friday, 14th September 2012
Photo credit: Selfridges
A service-centric approach is set to revolutionise Selfridges’ beauty offering as it launches The Beauty Workshop on Saturday.
The retailer’s Oxford Street flagship store will unveil an entirely new 5,000 sq ft space located off the main beauty hall, where customers will be able to shop around across brands and treatments to suit their own preferences. What’s more, staff members will be employed and trained by Selfridges to offer a wide range of products and services, instead of an individual concession.
According to WWD, The Beauty Workshop will showcase 50 new brands at Selfridges, including Aesop, The Organic Pharmacy and Dermalogica.
“If every woman emptied her makeup bag on the table, there would be a variety of products — there is no brand loyalty,” said Jayne Demuro, Selfridges’ head of beauty, during an interview with WWD. “This is about giving the customer what we think they want, and it’s about offering our customers choices.”
Going forward, The Beauty Workshop plans to focus increasingly on customers’ demands, and “getting what you need done” in your time frame, said Demuro.
Selfridges is the latest of Oxford Street’s flagship department stores to revitalise its beauty offering, after John Lewis, House of Fraser, Harvey Nichols and Liberty each re-launched their cosmetics and fragrance departments in recent months.