Sephora's new store in Westfield White City has finally opened its doors, marking its return to physical retail in the UK after a 17-year hiatus.
This move is part of Sephora's strategy to increase its visibility in the market, especially since many UK adults have never used or even heard of Sephora.
The store aims to provide a unique and immersive shopping experience through its in-store Beauty Hub. Located at the center of the store, the Beauty Hub offers a wide range of services provided by both Sephora experts and brand representatives. Customers can enjoy express skincare treatments from brands like Dermalogica and Elemis, as well as various makeup services at different price points, catering to a diverse range of shoppers.
Sephora aims to create a "beauty playground" ambiance in the store, offering both private label products and exclusive brands such as Makeup by Mario and R.E.M Beauty by Ariana Grande. Making these products available in a physical retail setting allows customers to try them before making a purchase, which is especially important for luxury beauty products.
In addition to a vast product range, Sephora's Westfield White City store features in-store technologies like virtual try-ons and diagnostic tools to assist customers in finding the right products for them. The store also appeals to the younger demographic, particularly Gen Z shoppers, with a dedicated Hot On Social Media corner that showcases trending beauty products from platforms like TikTok and Instagram.
Moreover, customers can explore Sephora's first-ever lipstick bar, offering a wide range of colors and finishes, as well as an engraving service for fragrances, providing a unique and personalized experience.
To cater to the price-conscious shopper, the store includes a fixture dedicated to "Sephora Favourites," which are value-oriented boxes containing a variety of beauty brands. These boxes are themed and offer a combination of value and support for important causes, aligning with the current economic and ethical climate.
Sephora's expansion into the UK retail landscape is exciting news, following the opening of other large-scale stores like Gymshark in London's Regent Street. The store's beauty playground concept sets it apart from traditional beauty retailers like Boots and Superdrug, appealing to customers looking for a more specialized and immersive experience.
Overall, Sephora's new store in Westfield White City offers a range of beauty products, services, and technologies that cater to a wide range of customers, while creating a playful and engaging shopping environment.
By the facts.
Sources: Mintel’UK Beauty and Personal Care Retailing Market Report 2023
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