LONDON — As far as beauty brainstorms go, a mobile makeup counter has to be a first.
Eyeko cosmetics has teamed up with Selfridges to launch a cosmetics cart that travels around the store answering customers’ pages.
“It stemmed from the idea that women are too busy to wonder around beauty halls,” said Nina Leykind, who founded Eyeko with her husband and business partner, Max. “With the cart, it’s making life and shopping easy because we come to you.”
Customers can page the cart, which launches Monday at the Oxford Street store, for free from the nearest cashier’s desk by dialing 53-12562. “If someone’s after a lipstick to match a dress on the second floor, they can page us and we’re there in minutes,” said Leykind. “It saves customers the time and effort of having to take a dress to the ground floor just to match the right eye color.”
The pink and silver cart, made from MDF and designed by Craig Wick at Pointer Design, measures 6.5 feet high by 3.3 feet long and is small enough to fit into Selfridges’ lifts, but big enough to carry the entire Eyeko collection.
There’s everything from Fat Balm, a lip balm and gloss in strawberry, raspberry and mint for $12.50, or 7.95 pounds, to Make Out, a pocket-sized palette containing two eye shadows, a blusher, lip gloss and double-ended sponge applicator for $23.50, or 15 pounds, with dollar figures converted from the pound at current exchange.
There is also fragranced Glitter Body Lotion and mascara in squeezable silver tubes both at $15.50, or 9.95 pounds, a non-greasy concealer at $12.50, or 8 pounds, and Felt Lip Pen, a liquid gloss stain for lips priced at $12.50, or 7.95 pounds.
On board, the products are displayed on two cog-like plastic discs that rotate together like a finely tuned watch. There’s also a rotating tester area, drawers underneath for cotton balls and cleansing wipes and an additional pull-out shelf for extra “play” room. Below, all the stock is stored behind corrugated sliding doors. Most importantly, the cart stands on four lockable wheels, for a steady application.
For customers in need of a quick refreshment, Glaceau fruit mineral water from New York is available, complete with plastic cups stacked neatly in a dispenser and a foldable chair attached to the side of the cart to take the weight off weary feet.
In addition to products and refreshments, the cart also offers free mini makeovers. “We wanted it to be practical, but fun, too. It’s great having customers smell and try everything and for them to get really involved; it’s what Eyeko is about.”
The Eyeko cart will roll out to other Selfridges stores in England — Trafford Centre and Exchange Square in Manchester and the new Birmingham store, later this year.