John Lewis zones in on beauty

Published: 1-Dec-2006
Skin Care

John Lewis unveiled its new-look flagship store on London's Oxford Street store today. The new beauty hall is set to be one of the main features of the store, with escalators rising directly from the street entrance to transport shoppers into the midst of the perfumery section. The company has spent £61.5m on the refurbishment programme and added 3,000 sq m to the beauty section.


John Lewis unveiled its new-look flagship store on London's Oxford Street store today. The new beauty hall is set to be one of the main features of the store, with escalators rising directly from the street entrance to transport shoppers into the midst of the perfumery section. The company has spent £61.5m on the refurbishment programme and added 3,000 sq m to the beauty section.

The company has moved away from the traditional department store branded counters, instead classifying the various zones of the hall into cosmetic sectors: make-up, fragrance, male grooming and skin care and mixing branded products within these zones to ease self selection and help customers to browse between the various brands on offer.

Up to 20 new brands will join the fold, including Elemis Benefit, Dr Sebagh, Paula Dorf, Nouba and Taxi London, in a bid to widen the demographic appeal of John Lewis' beauty offering.

In addition John Lewis is to offer a cross-brand matchmaking service, with a festive hunt for the perfect shade of red lipstick from all of the brands on offer on offer throughout December. Trained advisors will assess skin colour and lip tone and offer advice on which shade would be the most suitable.

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