Forget about popping in to pick up the essentials, more and more companies are looking to create destination experiences. And Beauty Mart is just that.
Launched by Anna Marie Solowij (former beauty ed of Vogue) and Millie Kendall (of Ruby and Millie fame), Harvey Nichols offers a tranquil boutique, nothing like the chaotic hub of a traditional beauty department.
With over 100 beauty products from all over the world, the emphasis is on exploring, testing and trying. Small stations are set up for you play around as you like.
The beauty of it (excuse the pun), is that it mixes editorial with a retail experience; products are selected carefully as beauty editor’s favourites or cult buys in the industry. Amongst the selection, you will find Face Stockholm, James Read, and Steam Cream. The whole effect is very visually appealing, with retro lighting and wonderful colours and textures inviting you in.
And the bestselling product? Word on the street is the skin guru’s, Bioderma products’ are flying of the shelf.
Curlformer’s, nifty curl creater’s that avoid causing heat damage, have also been selling like hotcakes. Maude (as seen in the piccie) brilliantly even has her own Twitter page: @MaudeBeautyMART.
The best news is Harvey Nichols promises there is even bigger, better innovative experiences to come. We can’t wait.