By  on May 1, 2014

BEAUTY SPOTS: Selfridges on Thursday kicked off its biggest in-store event of the year, which aims to look at the business of beauty from a holistic point of view. The Beauty Project runs until June 12, stretches from the Oxford Street flagship — which has a giant, sparkly “Hello Beautiful” sign over the main entrance — to the retailer’s stores in Birmingham, Manchester and Selfridges.com.

Highlights include the Fragrance Lab, a space operated by The Future Laboratory consultancy and Givaudan, the manufacturer of flavors and fragrances. The lab analyzes customers’ personalities and creates original fragrances based on those traits; a male grooming destination complete with a barber shop; a tattoo and piercing parlor; a face gym — cardio for the cheeks, anyone? — and a series of debates, lectures, yoga classes and workouts that will run for the full six weeks.

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