Estée Lauder opened its first standalone UK outlet this month in London with a focus on in-store technology and make-up tutorials.
Located on Carnaby Street, the 700 sq ft store will showcase the beauty retailer’s bestselling product as well as its newest range, Estée Edit.
The outlet uses in-store technology to drive the beauty retailer’s online presence, including a selfie mirror which allows shoppers to take a photo of themselves post-makeover and upload it to their social media accounts or print it on site.
The retailer will also display user-generated content on screens throughout the store alongside its own marketing.
“The outlet uses in-store technology to drive the beauty retailer’s online presence, including a selfie mirror which allows shoppers to take a photo of themselves post-makeover”
Estée Lauder plans to hold regular events within the store offering customers expert advice on products they can use.
The retailer will also have an in-house make-up artists offering shoppers a variety of services ranging from make-up tutorials to skin-care consultations.
UK and Ireland president Chris Good said: “This is an incredibly exciting moment for Estée 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 Estée Lauder and with the introduction and success of the new Estée Edit, this opening marks a new era of distribution, consumer experience and expansion for the brand.”
UK and Ireland vice president and general manager Stephanie Sherman added: “We are thrilled to be moving into our own retail space.
“Through our beauty advisors and Estée Edit editors we will give consumers the ultimate experience with innovative in-store technology.”