The store’s Oxford Street flagship will unveil its latest beauty proposition on Saturday: a service-oriented space known as The Beauty Workshop, where customers will be encouraged to shop around and choose from a variety of price points and treatments ranging from tanning to blow-dries, manicures and hair weaves.
Staffers are employed by Selfridges, rather than the brands, and have been trained to work across a variety of products and services.
“If every woman emptied her makeup bag on the table, there would be a variety of products — there is no brand loyalty,” said Jayne Demuro, Selfridges’ head of beauty, during an interview at the store’s head office. “This is about giving the customer what we think they want, and it’s about offering our customers choices.”
The new space will be located off the main beauty hall, boosting the square footage of the overall space to 5,000 square feet. Demuro said, however, that the new space is by no means an expansion of the beauty hall — which carries the big makeup and skin care brands such as Chanel, YSL Beauté, Clarins and Clinique.
“The customer experience will be equal — but different. And, ideally, the customer will have a seamless experience moving from one space to the other,” Demuro said.
Selfridges is the latest British store to raise the bar on beauty retail.
Earlier this year, Marks & Spencer began rolling out dedicated beauty spaces — with assistants trained and paid by the store rather than the brands — that carry British, international and own label products. John Lewis has recently doubled the size of its beauty hall while House of Fraser, Liberty and Harrods have all upgraded or expanded their beauty spaces over the past 18 months.
The Beauty Workshop at Selfridges will showcase 50 new brands, including Aesop, The Organic Pharmacy and Dermalogica, all of which will open flagship stores in an area known as the Skin Clinic. Other brands to be carried in the space will include Obsessive Compulsive Cosmetics, which are 100 percent vegan, Topshop color cosmetics and mainstream brands such as Vaseline.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye