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Tom Ford Opens First Dedicated Beauty Store in London

The store, which opened its doors in London's Covent Garden earlier this week, marks fashion designer Ford's first standalone beauty retail space.

AFP Relaxnews

Updated:November 24, 2017, 4:34 PM IST
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Tom Ford Opens First Dedicated Beauty Store in London
(Image: Tom Ford/ Reuters)
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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