LONDON -- For its first venture into cosmetics, Liberty is bending some of the traditions of beauty retailing.
The new 2,000-square-foot cosmetics department, which opened in November in the department store chain's Regent Street flagship, has been something of an experiment in the following ways:
It is emphasizing self-service for fragrances.
It is using Liberty-designed lacquer and nickel-plate counters instead of those designed by the beauty companies.
It is building a computer database of product information for customers' use.
It is forsaking some major names for smaller, more exclusive beauty houses.
Through Christmas, the results justified the changes -- the department was 48.6 percent ahead of projections, according to Lorna McKnight, the consultant who developed Liberty's new plan.
The best-selling lines are Clinique and Chanel, which was 49 percent ahead of its target through December. In fragrances, the bestsellers are Jean Paul Gaultier and L'Eau d'Issey.
The department's sales so far have been split equally between fragrance and skin care. McKnight said the store is emphasizing treatment and fragrance over color cosmetics.
In layout, the department is divided between avant-garde companies and more classic suppliers such as Chanel, Lancome, Estee Lauder and Clinique, McKnight said. Among the houses missing from the department are Elizabeth Arden and Clarins.
Smaller companies with counters are Aveda natural treatment and makeup products from the U.S.; Espa, a 32-item aromatherapy range from Britain; Shu Uemura makeup, and Octee, a fragrance and skin care line. Liberty is the first European store to carry Octee outside of the line's own shop in Paris.
Fragrances are arranged not by supplier but by geographical origin -- French, international and American. The plan is to list top notes, middle notes and base notes on the back of each tester to enable a customer to identify the type of fragrance she likes.
Educating the customer is also the purpose of the computer database, which contains ingredient information and brief descriptions of every product in the department. For hair and makeup products, the information also is broken down by price point.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)