Beauty Bazaar to elevate the retailer’s beauty offering
UK department store Harvey Nichols is to launch a new retail concept for its beauty offer, bringing together products, treatments and services to create a one-stop destination for beauty. The Beauty Bazaar, Harvey Nichols concept will debut at the chain’s new store in the Liverpool One shopping district and will cover 22,000sq ft, extending over three floors.
The ground floor will offer a selection of premium beauty, skin care and fragrance brands including exclusives, alongside a personal shopper service. Specially commissioned bags, based on the design of the Hermes Kelly bag have also been created to underpin the Beauty Bazaar brand, according to group concessions and beauty director, Daniela Rinaldi.
The first floor will be dedicated to open treatment services, with an Electric Hair Lounge, offering styling, a Blink Brow Bar and a lash and nail bar, offering manicures, pedicures and false lashes. The pedicure station features elegant cabanas for consumers to relax in as well as handbag stands to show off their designer luggage. In addition the first floor will feature a Champagne and cocktail bar, which the retailer believes will become a destination in its own right.
On the second floor, the retailer will offer a more discreet range of beauty services, including spray tans, waxing and the Beyond MediSpa, covering more specialist services such as teeth whitening. Botox, permanent make-up and body contouring treatments.
In addition, the offer will include BeautyMART, a boutique shopping space created by Millie Kendal and Anna-Marie Solowij, and designed to offer a more democratic shopping experience to consumers. The concept is aimed at younger consumers and will feature an edited range of over 100 best selling, iconic beauty products including Elizabeth Arden’s Eight Hour cream, a selection of Revlon’s colours for face, lips and nails and eyes and Batiste dry shampoo.
The concept will debut in London this month before rolling out in Liverpool in time for the launch of Beauty Bazaar. There will also be a vending machine featuring a tighter edit of products chosen to reflect the location, whether that be a nightclub, train station or airport, as well as an online platform which is due to launch next year.