Bobbi Brown opens doors to first-ever private Makeup Room at John Lewis’ Oxford Street store

The Estée Lauder Companies-owned brand hopes to achieve a seamless shopping experience for its visiting customers

Bobbi Brown Cosmetics has opened its doors to a new retail space at John Lewis’ Oxford Street store.

Inside, the space will feature the brand’s first-ever private Makeup Room with the primary focus on bringing a seamless service and experience to its customers.

At the Makeup Room customers will be able to book appointments for a range of beauty services.

Commenting on the new concept Bobbi Brown’s VP and General Manager, Quita Davis, said: “The new retail space has been carefully conceptualised through the eyes of our customers, to ensure a seamless journey of discovery and play.

“The space allows for independent browsing and purchase with easy-to-shop merchandising, while also offering interactive trial and application with more than ten make-up stations and a team of professional make-up artists on hand for a selection of how-to services.”

She added: “In the ever-changing retail landscape, with increased omnichannel engagement, it is now more important than ever to be able to offer our customers a high-touch experience, both in-store and online.

“We have worked closely with John Lewis to really understand and identify the needs of their consumers, to ensure we deliver the optimum experience.”

To mark the new opening, Bobbi Brown Pro Artists will make guest appearances throughout October, giving customers the opportunity to book personalised make-up lessons and receive bespoke tips and tricks based on their individual needs.

The brand has already welcomed Amy Conway, Adeola Gboyega and Zara Findlay to the store; Findlay is due to make one more appearance on 27 October, while Aimee Morrison will appear on 26 and 31 October.

Davis added: “The re-imagined retail space features the first-ever private make-up room on Oxford Street. Dedicated to personalised appointments and beauty services, it respects modesty, giving our customers an exclusive space.”

Like this story? For the latest in beauty trends, product launches and retail strategy, subscribe to Pure Beauty Magazine. For more information click here

Companies