Debenhams launches two major beauty initiatives this month. The initiatives follow a ‘digital first’ strategy for the department store and sees both online and offline environments created that allow people to explore, discover and debate all things beauty – whether on a computer or in person.

Beauty Club Community

This is the UK’s first loyalty based social media platform, putting the public front and centre of the conversation on beauty.

It will enable users to give and receive real time, peer to peer beauty advice, discuss the latest beauty topics and trends and build rewards, earning points and recognition for their contribution to the forum.

Beauty Club Community sets out to create a digital destination where members lead conversation topics and the site becomes an authoritative, fun and social space for beginners, enthusiasts and experts to meet.

Members create an online profile, discuss beauty themes and trends and earn badges as well as Beauty Club points in reward of their participation and engagement. Key participants will include the 6,000 beauty advisors in Debenhams’s store network.

Beauty Halls of the Future

The halls are designed to create a modern, welcoming and easy to navigate, interactive environment where you can learn, discover and experiment with products from established beauty houses and breakthrough brands.

A fifth of the space is serviced by Debenhams rather than individual brands, with flexible spaces curated into themed zones.

These will include Skincare Lab and Colour Lab and introduces new categories such as men’s grooming and premium haircare - as well as a dedicated space for travel sizes, known as the minibar.

There will be a multibrand advice area, so you can browse according to the product you need which allows you to discover new products and brands you might not yet be familiar with.

The space aims to introduce more flexible places where people are encouraged to engage and trial products with assistance from experts well versed in a variety of brands and products.

Beauty brands are zoned by genre with spaces such as: the Vibrant Catwalk, housing directional brands such as Kat Von D and Urban Decay; Replenish and Nourish housing skincare brands; the Perfumery; and a Men’s Lab. Additionally a host of beauty services will be available instore including a Beauty Bar powered by Blow LTD offering manicures, blow dries, lash and brow treatments and makeovers.

Richard Cristofoli, managing director of beauty and marketing at Debenhams, says: “Beauty is a hugely engaging category where customers want to meet, talk and play with the latest products and brands. By creating the UK’s first online beauty community and designing Beauty Halls of the Future we are creating easily accessible destinations to explore and discover the latest exciting brands and products.

“We know that customers have high trust of peer to peer recommendations and aim to capitalise on the collective power of beauty conversations to create Europe’s largest Beauty Community.”

Debenhams’ Beauty Club Community compliments the existing digital portfolio – including, a mobile responsive site, social media channels and the brand’s own blog – enabling users able to enjoy a cohesive and seamless cross-platform experience. To be an active contributor members enrol in Debenhams Beauty Club, the 1.3 million strong loyalty scheme that offers monthly benefits and awards beauty points which can be redeemed across over 200 beauty and fragrance brands in store and online.

The community will see the initial creation of four conversation boards, including skincare, make-up, clubhouse and blog where beauty fans can earn additional Beauty Club points if they post regularly, generate likes and start discussions.

Richard continues: “Beauty shopping is a highly social activity; there are over 170 million #makeup and 236 million #beauty photos on Instagram, making it one of the most engaging topics on social media.

“Through launching the Beauty Club Community we aim to off a digital destination that brings together beauty beginners, enthusiasts and experts in a fun, rewarding and safe space to connect and share their passion by asking questions, offering knowledge and giving authentic advice.

“Our Beauty Halls of the Future will also offer interactive spaces where customers can learn and share their beauty discoveries as they shop instore.”

The new Debenhams at intu Watford opened on September 27.

For more information, visit and you can join the Beauty Club Community at