H Beauty stores by Harrods
What: In an attempt to compete with Sephora and take back a part of the lost market share, Harrods already opened 3 H Beauty stores across the UK.
Why it is important: In its prestigious Knightsbridge location, Harrods has relied heavily on spending from international tourists. Placing H Beauty outside of London gives Harrods the chance to establish itself with domestic consumers.
As affordable line The Ordinary and luxury stalwart La Prairie illustrate, H Beauty has price points suiting a vast array of consumers. "Magic Mirrors" leveraging augmented reality technology permit customers to virtually try on products and have images of their experimentation sent directly to their phones. A dedicated space with tables labelled "Play" invites interaction in the multi-brand section, where customers can have fun with hairstyling, product demos and makeup consultations. It's a beauty playground that could fuel footfall and curb losses from customers shopping online.
H Beauty transcends beauty with The Champagne Bar, a spot for customers to socialize, and enjoy Harrods' food and beverage in their backyard. A click-and-collect service, product personalization, sunglasses boutique and blow-dry bar are slated to launch soon.