UK’s leading health and beauty retailer has opened its first ‘Boots Beauty’ store at Battersea Power Station in London. The launch comes as Boots continues to transform its beauty offering, with the revamp of over 170 beauty halls across the UK over the last three years, in a context of increased competition in the prestige beauty retail place in the UK.
Estimated at USD 29.88 billion in 2022 and projected to reach USD 40.5 billion by 2027 – growing at a CAGR of 6.27%, according to Euromonitor, UK’s beauty market has long been dominated heavily by Boots but is now attracting a bunch of new players, including LVMH’s Sephora and the H Beauty chain created by Harrods. More established beauty specialists such as Space NK or The Perfume Shop are also expanding, while more general retailers such as Superdrug, Next and M&S are strengthening their beauty offers.
The 11,200 sq ft (1,040 m2) store features 250 beauty brands across skin care, cosmetics, body care, hair care and fragrance. New brands R.E.M Beauty, Kerastase, Shu Uemura and Bubble will be available in-store, joining Boots beauty line-up for the first time, and will also launch on boots.com.
The new store concept is staffed with a team of 35 Boots Beauty Specialists, who will be able to provide customers with a series of personal skin services, including consultations with a dermatologist-trained pharmacist, and skin scan services using a NEXA skin imaging tool for in-depth analysis, advice and brand-neutral product recommendations.
“The new Boots Beauty store at Battersea Power Station provides a platform for us to test the latest brands and new service innovations before we introduce them to customers shopping in our stores across the country. The opening of this new store marks a major milestone in Boots transformation of beauty on the high street,” said Jenna Ward, Head of Beauty Reinvention at Boots.
Other new features in store include a Hair Bar that offers a professional scalp analysis service for support with hair damage and thinning hair. There will also be weekly hair demonstrations and styling services from Dyson and Drybar. Boots new range of premium and professional haircare brands – including Color Wow, OUAI and Wella Professionals – are available, as well as a range of products for curly, coily and wavy hair types. This includes new to Boots independent brands No Knot Co and Silke London.
Additionally, the store contains a Fragrance Discovery Bar with an interactive product display and a digital fragrance finder to help customers find their perfect scent, a dedicated beauty product recycling station is and a free-of-charge gift wrap service.
