Located on Carnaby Street, the 700 sq ft store will showcase the beauty retailer’s bestselling product as well as its newest range, Estée Edit.
The outlet uses in-store technology to drive the beauty retailer’s online presence, including a selfie mirror which allows shoppers to take a photo of themselves post-makeover and upload it to their social media accounts or print it on site.
The retailer will also display user-generated content on screens throughout the store alongside its own marketing.
Estée Lauder plans to hold regular events within the store offering customers expert advice on products they can use. The retailer will also have an in-house make-up artists offering shoppers a variety of services ranging from make-up tutorials to skin-care consultations.
Source: Retail Week