John Lewis has launched a dedicated beauty tech department with four specialist brands.
The world-renowned retailer said the focus of the new sub-category was to help consumers tackle “multiple skin care concerns”.
First to launch in the space are Foreo, BeGlow, Dermaflash and MZ Skin, offering five products from their ranges.
Hitting shelves from Foreo are the brand’s Foreo Bear and UFO 2, while BeGlow has introduced its Tia MAS. Also new are MZ Skin’s Light Therapy Golden Facial Treatment Device and Dermaflash’s Luxe exfoliating tool.
In a statement, the retailer said: “As the worlds of beauty and tech collide, this new category brings a fresh and innovative selection of brands to John Lewis’ beauty customers, offering the option of skin care benefits from the comfort of their own home.”
Prices range from £59 to £385.
Analysis:
By Becky Bargh
Senior News and Social Media Reporter
‘Consumers invest in beauty’
Despite salons being allowed to reopen after the coronavirus lockdown enforced by the UK government, consumers are still not allowed to book in for treatments on the face.
So, it comes as no surprise that retailers are partnering with more self-care and at-home brands as life continues to be hindered by Covid-19.
And customers have already proven they are happy to invest in a number of beauty categories.
The full line in John Lewis' new beauty tech department
Wellness has been given a lease of life during lockdown with sales from 19-25 April up 34% in volume terms and almost 30% in value.
Home fragrance also enjoyed a sales surge. In the week beginning 12 April, prestige candle sales increased 1% compared with the same period in 2019.
Meanwhile, according to data from The NPD Group, online nail product sales experienced double-digit growth in the UK in the first few weeks after social distancing measures were introduced.