(Auteur : Barbara Santamaria)
This November sees the opening of a freestanding Estée Lauder store on London’s Carnaby Street – a worldwide first for the brand which is usually available in counters at multi-brand retailers.
The 700+ square foot space will be the brand’s first boutique to showcase exclusively Estée Lauder products across make up and skincare. Bestselling products and the label’s newest line Estée Edit will take centre stage.
Chris Good, President, United Kingdom & Ireland, The Estée Lauder Companies comments: “This is an incredibly exciting moment for Estee Lauder and true testament to the pace at which the brand is growing here in the UK. Over recent years we have witnessed the modernisation of Estee Lauder and with the introduction and success of the new Estee Edit, this opening marks a new era of distribution, consumer experience and expansion for the brand”.
The store will use digital technology to give customers a unique brand experience. Activation points will include a ‘selfie mirror’, allowing customers to snap their post-makeover selfie and share it via social media or print it on site.
Customers will also benefit from in-store Estée Editors and Estée Lauder UK Make Up Artist, Emma Tillman, who will be offering a menu of bespoke services, from a Carnaby Street inspired make up look, to a variety of quick ‘how to’ services. Skin care consultations will be also available.
“This will be a true beauty destination in our capital, for all who love the very latest in high performance make up and skin care,” said Stephanie Sherman, Vice President General Manager, United Kingdom & Ireland, Estée Lauder.
Source : us.fashionnetwork.com