What to expect from Estée Lauder Companies' debut UK multi-brand retail concept

In an exclusive partnership with Debenhams, the #BeautyHub will feature beauty brands such as Tom Ford and GlamGlow

The Estée Lauder Companies UK & Ireland (ELC) has launched its first multi-brand retail concept.

The #BeautyHub is being rolled-out via department store chain Debenhams and will kick-off in the Stevenage, Hertfordshire, branch.

Consumers will be offered a seasonal menu of in-store services at The Experience Bar, make-up consultations and ‘snap & pose’ masterclasses, as well as The Fragrance Bar.

The ELC brands available, include: Estée Lauder, Clinique, Origins, MAC, Bobbi Brown, Aveda, Bumble and bumble, Darphin, Tom Ford Beauty, GlamGlow, Ermenegildo Zegna, DKNY, Tory Burch and Michael Kors.

Nicky De Simone, Brand Manager at ELC UK & Ireland, said: “Driven by choice, and with increasingly sophisticated brand and category knowledge, the UK beauty consumer seeks the ability to shop a range of brands through a personalised buying experience.”

The brand owner has designed the in-store concept to merge social and bricks-and-mortar, as consumers can access how-to video looks on in-store iPads and film personal consultations. Exclusive products will also be available, such as The Festival Survival Kit.

“#Beautyhub provides the solution, reinventing the physical retail experience by offering a consumer led and innovative multi-brand experience that is unbiased, fun, curated, relevant and digitally-connected,” added De Simone.

ELC has ramped up its retail expansion efforts in the past year, with the launch of La Mer’s first London pop-up store in April, the global debut of a Tom Ford Beauty store and the opening of the Estée Lauder European flagship store in Milan, Italy, both in November.

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