MAC Cosmetics is dipping its toe into ready-to-wear territory in London’s Selfridges next week.

On Monday, the Estée Lauder-owned brand will unveil a permanent, 710-square-foot space alongside Selfridges’ contemporary fashion collections on the store’s third floor, called MAC on 3.

The new space will be in addition to MAC’s area in Selfridges’ beauty hall on the store’s high-footfall ground floor, and is designed to offer customers a service-focused experience, offering a range of bookable makeup application lessons, along with walk-in makeup demonstrations. The new area, which will sit nearby labels such as See by Chloé and Acne, marks the first time any beauty brand has had a permanent space outside Selfridges’ beauty hall.

“It’s about creating a unique customer experience,” said Jayne Demuro, head of beauty at Selfridges. “I think it will expose MAC to a whole new customer within Selfridges.”

James Gager, senior vice president and creative director for MAC worldwide, added: “We’re extremely excited to be the first cosmetics brand to be located outside of [Selfridges’] beauty hall and, with fashion in our DNA, to be integrated among the designers of Selfridges’ third floor,” he said. “We’ve worked closely together to design a beautiful, luxurious and innovative space that will interest and engage customers. This new concept allows us to continue to offer our highly sophisticated level of service and makeup artistry in what is a fashion environment, synonymous with MAC.”

And Demuro noted that, according to data from Selfridges’ regional stores in the U.K., “there’s a huge opportunity in London for customers who want to learn how to put makeup on.” At Selfridges’ MAC counter in its Exchange Square store in Manchester, England, Demuro said, customers tend to spend more on products after a makeup lesson, due to the extended time they spend with an artist.

At the new MAC on 3 space, customers will be able to book services including a full 90-minute makeup lesson to a 90-minute bridal makeup lesson through to an express 30-minute makeup application. The costs of the lessons will run from 20 pounds, or $32 at current exchange rates, to 50 pounds, or $80, with all fees redeemable against products purchased on the day.

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