LONDON — The Estée Lauder counter evolution that began in the U.S. made its debut across the Pond at Selfridges this week.

The new vision for in-store brand experience harnesses technology, using multifunctional screens that can show moving content or fixed imagery. These are linked to a changeable 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 franchise addition to the Modern Muse fragrance, which was launched in September last year as part of Estée Lauder’s brand rejuvenation, and which was its most comprehensive women’s scent statement since the 2003 launch of Beyond Paradise.

As the brand’s showpiece counter in the region, it will be where Lauder launches selected products exclusively. For instance, the Ultimate Diamond Dual Infusion Serum, which promises ultimate performance, will launch here in mid-November until its broader U.K. launch in the spring.

“With the new counter, Selfridges Oxford Street will become the flagship destination for the brand as they prepare 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.

The counter will be manned by a team of the brand’s top-performing “beauty advisers,” who will provide a range of complimentary three-minute beauty services to customers, including “Highlight and Contour,” “Instant Glow, Instant Matte” and “Modern Wing.”

Additionally, appealing to gifting shoppers, there will be gold hangtags that can be engraved given with every fragrance purchase and personalized with a name or message, while a limited-edition and exclusive boxed Modern Muse bottle and a bespoke gift-wrap service will capitalize on festive spenders.

Other counters in the region will follow, taking design and technology attributes from the Selfridges counter, gradually presenting the brand in its new modern incarnation to British consumers.

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