LONDON — The Estée Lauder counter evolution that began in the U.S. will make its debut here at Selfridges on October 30.

The new vision for in store brand experience will harness technology, using multi functional screens that can show moving content or fixed imagery. These are linked to a changable lighting system so the mood of the counter can be changed in line with the focus being displayed on the screens, thus creating a more immersive experience for its customers, a first within the Selfridges beauty hall.

Crystal elements throughout have been hand fitted by specialist craftsmen and a one-off, bespoke area for the Re-Nutriv family of skin care products was handcrafted in Canada and designed by Richard Ferretti, the brand’s global creative director.

Launching exclusively at Selfridges in line with the new counter will be Modern Muse Chic, the first addition to the Modern Muse fragrance, which was launched in September last year as part of Estée Lauder’s brand rejuvenation. Modern Muse was Lauder’s most comprehensive women’s fragrance statement since the 2003 launch of Beyond Paradise.

“With the new counter, Selfridges Oxford Street will become the flagship destination for the brand as it prepares to launch a range of exclusive products and make customer experience the focus of their service offering,” said Jayne Demuro, director of beauty and home at Selfridges. For instance, the Re-Nutriv Ultimate Diamond Dual Infusion Serum, will be launched here in mid-November as a precursor to the product’s  broader U.K. launch next spring.

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