Boots is opening its first beauty-only store at London shopping destination Battersea Power Station.
The UK health and beauty retailer’s new 11,200sqft “beauty playground” will open later this year, offering more than 250 skin care and hair care brands.
The product selection will include new UK exclusive brands as well as ranges from “diverse and female-owned” companies.
These brands will be added to boots.com on the store’s opening.
The super-sized beauty studio will also be a space for customers to try out the “latest products and trends”, with staff offering in-store tutorials and demonstrations.
A new team of Boots Beauty Specialists are also being recruited, including beauty advisors, dermatologists and skin specialising pharmacists.
Virtual consultations from these experts will be available on boots.com too.
“Our new beauty showcase solidifies Boots’ position as the UK’s number-one beauty destination and marks the latest innovation under our ongoing beauty reinvention programme,” said Paul Niezawitowski, Beauty Director at Boots.
“Boots continues to invest in providing a market-leading beauty shopping experience.
“And this new beauty-only concept not only allows customers to be the very first to try new brands and products, but also provides a platform to launch new services that we know our customers will love.”
Boots is investing heavily in its beauty offering, with a plan to rejuvenate more than 170 of its beauty halls across the UK and Ireland.
The most recent updates have been at the retailer’s St Albans, Kilbride, Grantham and Stratford-upon-Avon branches.
The most notable update was to the beauty hall inside the retailer’s Westfield White City London branch.
Despite this focus on beauty, Boots revealed earlier this year that it is closing 300 stores to "rejuvenate" the retail chain.
The health and beauty retailer will shut shops in close proximity to each other, taking its branch numbers from 2,200 to 1,900 over the next 12 months.
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