Sunday 21 January 2018

Marks & Spencer to take on the beauty world

Marks & Spencer's Perfection Perfect Moisture Lipstick.
Marks & Spencer's Perfection Perfect Moisture Lipstick.

Bibby Sowray

High street favourite Marks & Spencer will introduce a new in-store beauty concept selling multi-branded products.

Much-loved department store Marks & Spencer is hoping to get a foothold on the beauty ladder with the introduction of multi-brand products.

Named Your Beauty: The Best of Nature & Science, the new retail concept will offer 14 own-brand product lines - including Limited and Autograph collection make up - as well as 25 to 30 independent brands - many of which will be making their U.K. retail debut - such as Skyn Iceland, Roger & Gallet from France and Dr. Murad from the U.S. The move mirrors the store's recent introduction of multi-brand food and household products.

Frances Russell, the store's trading director for beauty and lingerie, told WWD : "We want to help women reveal their natural glamour, and to earn their trust with our honesty and expertise. We want to be a new face in beauty."

This "expertise" will be provided by the 500 plus beauty advisers the store plans to train up, but will not work on commission, hopefully avoiding the sometimes pushy sales techniques found in the beauty departments of their competition.

The new space in each store will be divided into three sections - well-being, performance and lifestyle - and will offer interactive screens where customers can upload a photograph of themselves and test out make-up virtually.

Tomorrow, Marks & Spencer's Kensington High Street store will be the first to welcome the new concept, with the new products also becoming available online.

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