Harrods launches Beauty Adventure with key category events this month

By

Sandra Halliday

Published
May 10, 2022

Not content with launching another branch of H Beauty in Bristol a few weeks ago, Harrods is putting major support behind the beauty category this month as it invites consumers to enjoy ‘The Harrods Beauty Adventure’ at its flagship Knightsbridge department store.

And it come with a creative campaign that showcases the world of beauty at Harrods, highlighting “how every element of your beauty routine in store, whether a special treat or bi-weekly brow fix, can be an adventure”.

Beauty is a key category for the company and as it ramps up in-store experiences to encourage more footfall at its flagship, it has a roster of in-store beauty events including exclusive masterclasses with experts, plus new launches and inspiration.

It has already staged a Harrods masterclass with customers able to meet beauty editors and access a luxury gift with purchase for anyone spending £250 or more. The GWP contains products form Elemis and Crème de La Mer worth over £300.

The programme also includes a Clarins masterclass to help consumers “create the ultimate spa experience at home”. And this week there will be a Dyson styling masterclass with hairstylist Larry King and a House of Hair event that offers industry insight alongside in-depth advice from a panel talk with beauty experts. They include Ricardo Vila (also known as 'The Hair Whisperer'), Harrods beauty editor Olivia de Courcy, Harrods deputy beauty editor Nateisha Scott, and Drybar manager Lisa Bidessie.

Meanwhile, Estée Lauder will be conducting a make-up, fragrance and skincare masterclass, while the Huda Beauty Brush Along sessions will also focus on make-up techniques.

Fragrance activities also include how to build the ultimate fragrance wardrobe with award-winning fragrance journalist and expert Alice du Parcq (16 May). And there’s complimentary fragrance personalisation of Guerlain’s L’Art & La Matière bee bottles this week. Dior also has scent personalisation via its botanical La Collection Privée this weekend and later this month.