01 May 2014

Selfridges unveils The Beauty Project

Department store Selfridges has unveiled The Beauty Project, a new campaign which aims to look at the the definition of beauty and what it means in today's society. Launching across all stores in London, Birmingham, Manchester and at Selfridges.com from today to 1 June, the initiative will be focused around six themes: Men and Beauty, Age and Beauty, Adornment/Extreme Beauty, Global Beauty, Androgyny and Natural Beauty. At the heart of The Beauty Project is The Salon where beauty topics are discussed and debated by experts including  The Guardian columnist Sali Hughes, Labour MP Diane Abbott, plastic surgery artist Orlan, interior designer Nicky Haslam, editor Dylan Jones, Times Magazine journalist Robert Crampton, former Apprentice and social commentator Katie Hopkins. The Fragrance Lab, an exclusive collaboration with trends forecasting consultancy, The Future Laboratory, and fragrance manufacturer Givaudan, enables customers to create their own fragrance, based on their physical presence and responses to stimuli and questions. The experience is priced at £65, which includes a bespoke 50ml signature fragrance. In addition, thousands of products and dozens of treatments and services have been reviewed and edited, revealing: a Male Grooming destination; The Travel Shop, featuring travel size beauty products; shaving destination The Rude Boyz Barber Shop; The Tattoo and Piercing Parlour; The Face Gym, a gym workout for the face which is based on the anti-ageing, energising and collagen-boosting finger moves developed by the experts behind this new technique; and Beauty and the Feast at Selfridges’ Food Halls, where Selfridges’ food buyers have sourced sugar, gluten-free and dairy-free foods.

Twitter: @Selfridges

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Selfridges in 'in-house PR

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