Beauty treatment: Luxury pampering in a store

05 : 09 : 2012 Consumers : Beauty Bazaar : Liverpool

Liverpool, UK – Luxury department store Harvey Nichols is testing the market with Beauty Bazaar, its first stand-alone beauty retail concept, due to open in Liverpool in November.

Narvey Nicols Beauty Bazaar, Liverpool Narvey Nicols Beauty Bazaar, Liverpool
Narvey Nicols Beauty Bazaar, Liverpool Narvey Nicols Beauty Bazaar, Liverpool

The 22,000-square feet store over three floors will feature Harvey Nichols’ niche and premium-focused beauty, skincare and fragrance ranges as well as luxury caban-style pedicure spas, private rooms for professional treatments and a cocktail bar.

‘Beauty Bazaar will transform the beauty retail landscape,’ Harvey Nichols group concessions and beauty director Daniela Rinaldi tells LS:N Global, adding that she hopes it will bring back a luxury pampering element to the shopping experience. ‘We hope it will be the antidote to the commoditisation of beauty and enable our customers to explore top-to-toe treatments and spend the day in the store, pampering and treating themselves,’ she says.

As consumers tire of an overload of choice online, retailers are looking to more sophisticated store experiences to ignite customer interest and increase dwell time. See our recent beauty retail micro market report for more strategy insight in the sector.

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