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Beauty Hall of the Future launched by Debenhams

Rebranded department store Debenhams has launched its new Beauty Hall of the Future, which has seen its premiere at its new Watford store.

Designed by Checkland Kindleysides, the department is part of a strategy by Debenhams to make shopping in its stores easy, sociable and fun. It also seeks to position the retailer as an authority in the beauty sector, with enhanced services, curated discoveries and unique experiences for customers.

The department occupies 15 per cent of the space available in the Watford store, and has been designed to feel like a small high street in its own right.

It is a deliberately ‘Instagrammable’ space, with a selection of established and breakthrough beauty brands including Dior, Too Faced, YSL, and Bumble & Bumble.

Interactive destinations within the department position the retailer as an unbiased voice that helps customers to shop. Bold brand communications speak to customers in a playful and confidence-boosting tone of voice.

The destinations include The Beauty Club House, which features a concierge desk and a workshop/product demonstration space. There are also multi-brand spaces for discovering and showcasing brands, product innovations and launches.

The Mini Bar provides a mix and match space for mini products across all categories, while the Glamour Garage is a dedicated service area that includes a beauty bar run in collaboration with Blow Ltd.

Debenhams has launched a beauty social media platform – the Debenhams Beauty Club Community – to further strengthen its position in the beauty industry.

“With our Beauty Hall of the Future, we are responding to the way that customers say they want to shop as well as offering a compelling food offer and choice of beauty treatments in order to provide a destination where shopping can be enjoyed with friends and family,” says Debenhams CEO Sergio Butcher.

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