In an era when marketers and retailers talk about creating a holistic experience for the consumer, one that seamlessly melds services, social and a broad brand proposition, Selfridges put its money where its mouth was with the introduction of The Beauty Workshop. The 5,000-square-foot space offers 50 brands, covering a broad price spectrum and a wide array of services, from St. Tropez spray tans to manicures from Nails Inc. to eyebrow threading at the Blink Lash Bar and blowouts from the Hershesons salon. Staff are trained across all brands, and a concierge station serves as a central hub where bookings can be made and managed. The format is designed to be flexible—it can easily accommodate an ever-changing array of services and products. “This is about giving our customers what we think they want and offering them choices,” said Jayne Demuro, head of beauty, at the opening. Demuro’s instincts about Selfridges’ consumer base turned out to be spot-on. In week one, the London-based department store performed more than 500 blow-dries and about 600 manicures, and sold more than 6,000 bottles of nail polish.

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