Tom Ford opens first dedicated beauty store in London
LUXURY beauty brand Tom Ford has become the latest cosmetics company to open a dedicated bricks-and-mortar boutique.
The store, which opened its doors in London’s Covent Garden recently, marks fashion designer Ford’s first standalone beauty retail space.
It comprises a boutique divided into separate rooms for various beauty experiences, including a dedicated “colour room” where shoppers can virtually try on shades from the lip colour collection using augmented reality, and a makeup room offering personalised makeup services and demonstrations by specialists, as well as the chance to record individual how-to video tutorials for home use.
There is also a “fragrance room” featuring an interactive scenting installation that lets guests digitally explore perfumes, and a dramming bar for customised fragrance services.
A private makeup services room, men’s grooming room and VIP event space are also present on site.
Ford is the latest of several beauty moguls to have recently invested in bricks-and-mortar. This week saw online makeup entrepreneur Kylie Jenner launch multiple in-store pop-ups across America, in partnership with fashion brand Topshop.
The pop-ups, which are open in seven different locations, will remain open through Dec 20 to maximise pre-holiday shopping footfall, and will stock the signature Kylie Cosmetics makeup items, as well as a range of new lip products exclusive to Topshop.
Meanwhile, millennial beauty brand Glossier, which is also sold primarily online, opened up a temporary location in London this November to mark the launch of its online business in Britain. – AFP Relaxnews SKINCARE becomes even more important than usual in the festive season, when factors such as cold weather, central heating and overindulgence can wreak havoc with your complexion. Luckily, the hottest new skincare products on the market would also make the perfect thoughtful gift this season.
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