What a month!
September saw London’s first ever Beauty Week, London Design Festival and the opening of a new client store with Pat McGrath at Selfridges.
Beauty Week was created by the British Beauty Council to support growth and influence in the UK’s beauty industry. Its inaugural event started with a bang, taking over Covent Garden’s East Piazza with a Beauty Playground filled with brand activations and events. The key takeaway of the week was sustainability, with Jayn Sterland of Weleda saying, “It’s 50 shades of green. Can we ever do enough?” While there, we also explored the exciting world of technology in beauty retail, offering enhanced consumer experience and personalisation in-store.
London Design Festival was filled with bold colour, wellness inspiration and sustainable conversation, all in a sun-soaked week. Taking over London’s coolest hot spots, we set our sights on Coal Drops Yard and 100% Design to gauge what is inspiring London designers with talks, activations and experiences throughout.
The end of the month saw us at Selfridges, putting together the finishing touches of Pat McGrath’s new store before its official launch on the 30th. This is our second time working alongside the incredible brand, and the MAJOR new space is a progression of the “sumptuous, extra and precocious” feel of Bergdorfs, and a continuance of the opulent neon imagery and frenetic luxury. With a diverse range of influences, from 70s artists to classic films, ‘The House of Pat’, endeavours to make visitors as excited about the products as Pat is when she makes them.
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Throughout Covid-19, the beauty industry has stepped up for its community and will continue to forge forward and reimagine the way we connect, commune and care for each other.
In a time of crisis, brands have a genuine role to play. Brands must show responsibility to their consumers, their employees and communities as they navigate uncertain times. Is a time for collective effort and creativity. It is a time for ‘we’, ‘us’ and ‘our’.