Estee Lauder has unveiled a multi-brand, tech-driven store-in-store in Debenhams’ Stevenage branch, with a further roll-out slated this year.

The beauty group’s test and learn concept, called #beautyhub, has been designed to fuse digital and social elements in the physical store.

The shop-in-shop stocks a range of Estee Lauder’s brands including MAC, Bobbi Brown, Tom Ford, Clinique and Bumble and Bumble.

The model, which will be launched in more Debenhams branches in the coming months, includes an experience bar offering a range of services including make up consultations and selfie-taking masterclasses.

The experience bar will also change its offer based on seasonal trends. At present it offers a festival survival kit accompanied with in-store videos and iPads that can film shoppers’ make-up consultations.

The format, Estee Lauder’s first foray into a multi-branded bricks-and-mortar proposition, is the also its test-and-learn apporach to its retail formats.

The beauty giant’s commercial general manager Janet Saunders said: “The launch of #beautyhub in Debenhams Stevenage is a significant evolution for our company.

“With a strong UK presence and beauty focus, Debenhams is the perfect partner for our trial as we continue to explore new ways to service and interact with our consumers. Whilst the concept is in its early stages, we look forward to launching #beautyhub in further doors in due course.”

Debenhams’ brand and marketing boss Richard Cristofoli said: “Our new exciting partnership with The Estée Lauder Companies, #beautyhub, satisfies our customers’ insatiable appetite for fresh new brands.

“The new space also offers customers an engaging and exciting environment to shop in with beauty experts on hand to advise across multiple brands.”