Store visit CONFIDENTIAL New focus on beauty Marks & Spencer inaugurates its new beauty concept Marks & Spencer (M&S) is making beauty a new priority with the launch of Your Beauty - The Best of Nature and Science, the UK retailer’s new cosmetics concept. The concept, which launched at M&S’ Kensington High Street store in London in May and on its website, focuses on an assortment of trendy, niche third-party brands, as well as the retailer’s privatelabel lines. Third-party names include haircare brands Philip Kingsley and Tara Smith, skincare from Dr Murad, Nuxe, Apivita and Filorga, Pur Minerals make-up and Acorelle, Comptoir Sud Pacifique and Berdoues in fragrance. Nailcare brand Leighton Denny is launching exclusively at Your Beauty. Around half of the brands on offer will be M&S’ private-label lines, which are either new, or have been repackaged and revamped, according to the retailer. The bulk of the ownbrand offer is made up of skincare, bath and body brands, including Pure Skincare, a new eco-friendly natural brand. M&S has made service a focus at Your Beauty, in a bid to make the beauty shopping experience “simple, fuss-free and enjoyable, with no hard sell”. All beauty advisors will undergo training in skincare, haircare and make-up sales and will also be qualified to provide make-up application and skincare analysis. The new space features a Virtual Makeover counter where consumers can ‘try on’ different make-up looks and receive a skincare consultation via either their photo or an on-screen model. In the UK, the concept will bow in two stores this month and will gra<strong>du</strong>ally roll out to 100 stores by summer 2013. Internationally, Your Beauty will launch in Prague, Czech Republic and in Poland next fall, with other stores to follow. n Your Beauty - The Best of Nature and Science l Brand mix: Around 50% M&S own brands, 50% third-party brands l Special features: Virtual Makeover counter, skincare analysis, make-up application www.bwconfidential.com - June 14-27, 20<strong>12</strong> #56 - Page 16
Store visit CONFIDENTIAL s The new concept features an even mix of Marks & Spencer’s private-label lines and third-party brands s The beauty space was designed to make shopping simple and “fuss-free” www.bwconfidential.com - June 14-27, 20<strong>12</strong> #56 - Page 17
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