NICHOLS: BEYOND BEAUTY
Byline: James Fallon
LONDON — Harvey Nichols PLC is rethinking its beauty department by going one step beyond.
The department store in Knightsbridge here will add a new area in April called Beyond Beauty, which will include lesser-known vendors as well as a juice-and-tea bar and an oxygen bar. The 1,000-square-foot area will be completely distinct from Harvey Nichols’ existing beauty department with its own identity and even its own shopping bags.
“We started looking at the department about a year ago and decided to do something that would take the department to the next level and create an environment that was more stimulating for the customers,” said Daniella Rinaldi, controller of perfumery and concessions at Harvey Nichols, in an interview. “What was clear when we were doing our market research was that all the brands look similar and so do all the stores.
“We have great expectations of Beyond Beauty, and our strategy is to develop it further as a go-alone brand,” she added. “It’s a concept that can work within our stores and also one that could be a retail offering in a really great health club or other environment.”
Beyond Beauty was conceived to capture a segment of the market Harvey Nichols wasn’t addressing on its main beauty floor — the growing demand for lifestyle brands and for products beyond the traditional color cosmetics and fragrance lines offered by the major brands. Such London specialty stores as Space NK and Farmacia already address this market, but Rinaldi felt no department store had tapped into the sector.
“Beyond Beauty is beauty within and without,” she said. “It’s about lifestyle but isn’t organic, swampy or saving whales or trees. It’s a hybrid that is for real people living real lives. We call it the vodka and vitamins brigade.”
About 80 percent of the brands in Beyond Beauty will be exclusive to Harvey Nichols, Rinaldi said. The brands are divided into three product segments of skin care, bath and hair care, and teas, vitamins and accessories. They will be segmented in the department into four categories defined by the senses: Touch, Breathe, Taste and Feel.
Skin care lines will include the American lines Ole Henriksen, Ellen Lange, American Vitamin Co., DDF Doctor’s Dermatological Formula, Osea and Mario Badescu; the Australian Uskincare; Korres of Greece; the new skin care line from Cowshed of the U.K., and the Italian line Emi Heater. IHarvey Nichols will also be the first department store to carry the full Dr. Hauschka line, including its Elixir line.
Hair lines will be available from Art Luna, Kusco-Murphy of Australia, Modern Organic Products and Rene Furterer, while bath and body oils will be from such companies as Aromalogic, Bath Bloomers, Comfort & Joy, Essential Elements, Friction de Foucaud, Hei Poa, Naturopathica, EHA, Husk and Kelemata.
Vitamins, teas, perfumes and accessories will come from such companies as the American Vitamin Co., Sprayology, Bloom Bags, Bazaar des Senteurs, Red Flower and Husk.
The department will be mainly self-service, but will also have four consultants trained across all the lines. There also will be touch video screens, which customers can use to access information about each of the products. The store plans to provide further information at point-of-sale, down to information on purchase receipts on how to use the products bought.
Harvey Nichols plans to open additional Beyond Beauty departments in its store in Birmingham, which which will open later this year, and those planned for Edinburgh and Manchester, which are due to open over the next two years.