No.6 Mortimer, The Estée Lauder Companies pop-up beauty gifting shop opened today on the ground floor of its London headquarters in Fitzrovia.
The store is said to provide customers with a relaxed and engaging place to shop for beauty gifts with brands including Clinique, La Mer, Estée Lauder, Aveda, Origins, Smashbox, Bumble & bumble, Glamglow, Darphin and Lab Series.
For the first time, customers will also be able to use Facebook Messenger to purchase limited-edition gifts that can be collected in-store or delivered to a home address.
Chris Good, President at The Estée Lauder Companies UK & Ireland said: “UK consumers spend around £24bn on Christmas gifts each year. There is an excellent opportunity for the beauty industry to grow its share of the market and it is important The Estée Lauder Companies is at the forefront. No.6 Mortimer is designed to cater to consumers’ increasing desire for bespoke and personalised beauty gifts while offering a unique festive retail experience.”
The 1,344 sqft retail space is designed to look like a chic living room with a communal family-style table and fireplace.
Jo Dancey, Retail Director said: “No.6 Mortimer is part of a series of test-and-learn Live Labs designed to bring our portfolio of prestige brands to consumers in a way that engages them around a particular beauty category or moment.”
In 2017, the pop-up space will be used to stock gift ideas for Chinese New Year and Valentine’s Day.