London – Tom Ford has opened its first stand-alone beauty store, which offers products for male and female beauty consumers. The store is divided into six rooms, including a men’s grooming room, designed in grey glass, marble and mirrors to capture a minimalist aesthetic. The store combines features such as mirrors that store make-up tutorials and emails them to customers in chapters, as well as virtual lipstick trials and an interactive perfume counter. The experiential space also includes a ground floor area with augmented reality and a fragrance room offering a curated selection of scents.
As explored in our Beauty Temples microtrend, luxury brands are increasingly catering for beauty consumers as a way of expanding their offers and appealing to a new audience.