Today, Harrods officially opens the second of its glossy new Beauty Halls, the penultimate phase in a three-part, year-long refurbishment. When the regeneration is complete, the area devoted to all things beauty within the iconic department store will increase by 53 per cent, making it one of the largest beauty destinations in the world.
Consider it a true beauty playground, with everything from super-brands to niche names, all offering super-immersive experiences and Insta moments. The layout feels luxuriously spacious, with all-important breathing room between each individually contained brand. There’s no constant visual onslaught of arresting messaging synonymous with the traditional beauty counters experience. This has ‘wow’, but in a welcoming way that doesn’t intimidate.
June saw the first hall open with make-up and fragrance brands, including the exclusive launch of Gucci Makeup and an open 'beauty play zone'. Phase two, which opens today, sees the skincare emporium come to life, with the super-luxe and the doctor brands, plus an ‘icons wall’ with brand pop-ups, and a space dedicated to vegan-natural products.
Annalise Fard, Harrods Director of Beauty, tells Bazaar: "J-Beauty [Japanese beauty] is a key trend within the space with the European exclusive launch of Cle De Peau, the UK exclusive launch of Decorte and long-term partners Sensai launching a new space within the hall." It's luxury line Cle De Peau she's most excited about in this space. "I’ve waited years to bring this brand to the UK and I can’t wait to have its coveted foundations and creams on my doorstep."
Industry favourite Augustinus Bader will launch on the 'beauty icons' wall, and within the 'naturals' category Darphin, Votary, Tata Harper and Sunday Riley will share space with Wildsmith Skin, available exclusively.
"There is a growing demand for non-toxic and chemical-free products made with natural, botanic and organic ingredients," she says. "For Harrods Beauty we’ve defined 'clean beauty' with the ultimate edit of natural skincare brands."
Phase three (coming in December), is all about the experience. “I really challenged myself to understand what future retail looks like in a department store, and everyone talks about ‘experience’ but what does that actually mean? This is what experience means,” Fard, explains.
A grand staircase - with its digital chandelier - leads down to the lower ground floor which will house 13 treatment rooms, so you can try products without having to take your make-up off on counter (which, let’s face it, no one enjoys). Then there will be two masterclass spaces to bring experiences to life. “A huge live screen will connect customers to experts and bring it to the store and beyond. With a production facility in the space we can cut the content and stream it out to all of the Harrods platforms – so, if you can’t get a space in the auditorium you can watch from elsewhere in the store or via your device.” Think high-profile personal appearances, plus expert panel discussions and tutorials on varying scales.
Fard adds there will also be a beauty concierge facility which will cover the footprint of the Beauty Halls, the Hair and Beauty Salon, and the Wellness Clinic. “They will organise your time and put a programme together within beauty to suit your needs” - should you be inclined.
While it all sounds very now, rest assured it’s not merely millennials-focused. “Our customer equally spans all age groups,” Fard reveals, and notes that it’s doesn’t aim to speak to different age groups, but to everyone at once.
She acknowledges that “people want to make memories, with moments to capture”, and you’ll see plenty of smart phones doing just that, but with so many personalisation and customisation elements to it, “the new beauty hall is a celebration of diversity and individuality, and is for all ages, genders and backgrounds”.
Sometimes buying a new lipstick isn’t just buying a new lipstick: it’s a whole lot more.
