Luxury beauty brand Tom Ford has become the latest cosmetics company to open a dedicated bricks-and-mortar boutique.
The store, which opened its doors in London's Covent Garden earlier this week, marks fashion designer Ford's first standalone beauty retail space. It comprises a 130 square meter boutique divided into separate rooms for various beauty experiences, including a dedicated ‘Color room' where shoppers can virtually try on shades from the lip color collection using augmented reality, and a ‘makeup room' offering personalized makeup services and demonstrations by specialists, as well as the chance to record individual how-to video tutorials for home use.
There is also a ‘fragrance room' featuring an "interactive scenting installation" that lets guests digitally explore perfumes, and a dramming bar for customized fragrance services. A ‘private makeup services room,' men's ‘grooming room' and VIP event space are also present on site.
Ford is the latest of several beauty moguls to have recently invested in bricks-and-mortar. This week saw online makeup entrepreneur Kylie Jenner launch multiple in-store pop-ups across the US, in partnership with fashion brand Topshop. The pop-ups, which are open in seven different locations, will remain open through December 20 to maximize pre-holiday shopping footfall, and will stock the signature Kylie Cosmetics makeup items, as well as a range of new lip products exclusive to Topshop.
Meanwhile, millennial beauty brand Glossier, which is also sold primarily online, opened up a temporary location in London this November to mark the launch of its online business in the UK.
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