Boots, the retail powerhouse, debuts its groundbreaking beauty-only flagship store at Battersea Power Station in south London, signaling a shift in strategy. This move serves as a testing ground for innovative beauty features, making a bold statement in a fiercely competitive market.
In a transformed UK beauty landscape, Boots adapts to new dynamics, revamping over 170 beauty halls in the last three years. The ‘Boots Beauty’ concept store, spanning 11,200 sq ft, showcases 250+ curated beauty brands, offering a diverse range across skincare, cosmetics, body care, hair care, and fragrance to suit every budget.
Introducing ‘industry-leading’ skincare services, the store unveils new brands like R.E.M Beauty, Kerastase, Shu Uemura, and Bubble. A health-centric element is introduced with a resident dermatologist-trained pharmacist providing free consultations on various skin concerns, extending to selected stores in the future.
Dr. Justine Hextall, the resident dermatologist, offers private consultations for acne, rosacea, eczema, and psoriasis. The store features a ‘supersize’ beauty studio for free specialist advice, tutorials, and demos, including skin scans, scalp analysis, and express beauty services.
Boots Beauty Specialists, a new team of 35, and the existing ‘Beauty Crew’ offer expertise, providing customers with free Skin Scan services for in-depth analysis and brand-neutral product recommendations.
Breaking new ground, the store introduces Dermalux LED Light Treatment services, allowing customers to book appointments for £60 per treatment. Boots’ No7 skincare brand offers services, including the Skin Solutions Service.
Additional features include a Hair Bar with professional scalp analysis, weekly hair demonstrations, and styling services from Dyson and Drybar. The Fragrance Discovery Bar, a digital fragrance finder, and a beauty product recycling station enhance the immersive experience.
Jenna Ward, Head of Beauty Reinvention at Boots, emphasizes, ‘The new Boots Beauty store… provides a platform for us to test the latest brands and new service innovations before we introduce them to customers shopping in our stores across the country.
