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Next debuts physical beauty offer with the launch of Beauty & Home concept

We worked with the brand to define their beauty-led strategy and develop the new format.

Dalziel & Pow
By Dalziel & Pow
Posted 27. 10. 2020
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The first of Next’s Beauty & Home concept stores have opened across the UK, signalling the expansion of the brand’s beauty business. As part of our ongoing relationship with the brand, we worked with them to define their new beauty-led strategy and create the first premium retail environment for Beauty to complement the brand’s existing online offer.

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Next currently sells over 350 beauty brands on next.co.uk and recognised the opportunity to develop an extensive premium beauty business after a successful online collaboration with Fabled by Marie Claire that launched online in October 2018 and was then acquired by Next themselves in July 2019.

Unveiled in Watford, Milton Keynes, Gateshead and Reading, the new stores stock premium brands including Armani Beauty, Elizabeth Arden, Bare Minerals, Benefit, Clarins, Clinique, Estee Lauder, GHD, Lancome, MAC, Too Faced, Urban Decay and YSL.

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We helped the brand expand their online offer into a physical environment within an ambitious two-month timeframe, with a main focus on fragrance, skincare, bath & body, gifting and haircare. New fixtures have been created for each department, with materials ranging from white and black marble through to warm timber and soft grey concrete to add pace and differentiation to each area. Lightboxes allow Next to curate ‘Top Picks’ edits, emphasising their authority status on all things beauty. Promotional plinths facilitate brand takeovers in each category and columns have been repurposed as communications opportunities to integrate brand into the architecture of the space.

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Dedicated Beauty Hub spaces will be opening within the stores shortly, offering a range of extended services in a relaxing salon environment. Hair styling stations, a Pedicure area and Nail, Brow and Lash bars will be available for customers to book their chosen treatment and enjoy a spot of pampering as they take a break from shopping.

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Alongside Beauty, Next’s well-loved Home, Lingerie and Accessories collections and ath-leisure clothing range will also be available, giving the stores a wider lifestyle focus. Zones have been created to display homeware and furniture in room settings, with mattresses, carpets, lighting and kitchenware also available for customers to browse.

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Simon Wolfon, Next’s Chief Executive said: "This is an exciting opportunity to work with existing and new beauty brand partners to create a new force in beauty retailing - bringing our online business to life through premium store environments in some of the UK’s most important retail locations."

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Learn more about our long-term partnership with Next and the work we have done together over the years here.

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