Debenhams’ Beauty Club reenters the fold as retailer emerges from takeover transformation

British stalwart is said to be offering ‘market-leading’ deals for beauty shoppers to buy through its revamped online platform

Following a quiet period of adjustment after its takeover, Debenhams has been making headlines as it reemerges back into British retail.

On the back of an announcement that it would reenter bricks-and-mortar for its beauty brands, the online destination has relaunched its Beauty Club.

Reentering customers’ domains today, the reward scheme offers points for every beauty product purchased online, with accrued points able to be spent on future beauty buys.

Split into three tiers: Enthusiast, Pro and Icon, members can move up the ranks based on their beauty spending, which will result in better deals.

Shoppers at Icon level, the highest among the tiers, will earn five points for every £1 spent.

As a further incentive, members can also enjoy access to offers on their delivery and birthday treats.

Prior to Debenhams’ spiral into administration, which saw it get picked up by online retail giant Boohoo for £55m, the business had hoped its beauty incentives would claw customers back in-store.

Speaking to Cosmetics Business in 2018, the group’s former Beauty Managing Director Richard Cristofoli, said: “We know that the category is one of the most engaging categories in the digital platform.”

With the online space, Debenhams wanted to create an online community for its customers and advisors to come together.

Meanwhile, Debenhams’ beauty shoppers have been loyal to the group and has been named as a favourite beauty buying destination.

The online space is the number two seller of skin care products in the UK and has the largest market share in make-up, according to its owner Boohoo.

Armed with a new e-commerce platform in partnership with major Saas provider Mirakl, the retailer hopes to stay ahead of changing consumer demands in the digital arena.

“With the launch of this marketplace, we are evolving the Debenhams brand to stay ahead of the demands of the current digital-first world of commerce,” said Jo Graham, Chief Information Officer, for Boohoo.

“With its unmatched technology, expertise and seller ecosystem, Mirakl is supporting us to drive forward Debenhams’ digital transformation, while ensuring we maintain the iconic brand that customers have co

me to love since its creation over 240 years ago.”

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