Debenhams opens virtual beauty room during lockdown

Debenhams has opened a virtual beauty room to give its beauty customers online access to expert advice while its stores in England are temporarily closed in line with lockdown restrictions.

The department store chain said: "From Smokey-eye tutorials to specialist skincare advice, customers are invited to virtual consultations with their favourite beauty brands from the comfort of their own sofa."

As part of the technology rollout, Debenhams is offering two new initiatives.

The first allows customers to book one-to-one virtual consultations on with skincare brand Shiseido and make-up brands Givenchy and Bare Minerals. All 30-minute consultations are bespoke to the individual customer and focus on “answering every beauty need”.

The retailer said it was looking to expand the number of brands offering this service in the coming months.

The second initiative utilises Debenhams’ social media platforms with masterclasses taking place weekly on Facebook and Instagram, featuring beauty experts sharing tips, tricks and expert techniques.

This month features “Christmas gifting with Clarins” and a “fragrance masterclass” with YSL, among others.

Steven Cook, Debenhams’ co-chief executive and managing director, said: “During these challenging times, health, beauty and well-being are more important than ever before. That’s why we have introduced the virtual beauty room and we are able to deliver free-of-charge consultations and masterclasses from some of the very best beauty houses across the globe.”

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