10.11.09

PRESS RELEASE: SELFRIDGES BANKS ON BEAUTY



Selfridges, the UK’s leading department store, goes beyond the lipstick-factor and reports a year to date double digit increase in beauty sales as customers flock to its recession-proof beauty hall.

Resilient through the down-turn the beauty hall has enjoyed a surge in sales across all areas of beauty over the past year which also coincides with the revamp of the hall. With ten of the world’s largest brands creating unique new cutting edge counter concepts and three more revamps before the close of the year, Selfridges’s beauty hall has led the way with all newly designed counters reporting double digit sales growth compared to last year and some increasing by 100 per cent.

Nica Lewis, Mintel’s Beauty Innovation head consultant, says: “Selfridges has been phenomenal at ramping up store theatre this year. They already did it well but have taken it to new heights with their 100th anniversary and limited edition yellow specials from their suppliers and a host of in-store events each week that get good publicity in local media”.

The attention and investment that Selfridges has made on beauty, during the year that most would deem risky, has certainly pleased its customers, who seem to be keeping up appearances in order to improve their look in a tougher job market, becoming more aware of their own presentation and look. They are looking to magically improve their lives and know this can be achieved at Selfridges, as Lewis confirms; “Selfridges has nailed escapism and nostalgia trends very well.”

Anne Pitcher, Buying & Merchandising Director for Selfridges says; “Beauty is about energy. It is not just about having a unique product, but also about how you can present it to the customer. At Selfridges we encourage our brands to deliver inspiring marketing programs for our customers. During tough times customers want to feel great about themselves so our recent investment in our beauty hall just makes good business sense.”

Counters revamped in 2009
Estee lauder
Lancôme
Dior
Chanel Colour
Chanel Fragrance Boutique
Clarins
Clinique
Kiehls
Tom Ford
Benefit

Counters to be revamped by the end of 2009
Sisley
Crème de la Mer
Bare Minerals

Brand new brands/counters introduced in the beauty hall in 2009
Shu Uemura
Dolce & Gabbana

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