Beauty brand Estée Lauder is to launch a new retail format in Piccadilly Circus Underground station.
The new pop-up will open Friday May 15th and will showcase a range of The Estee Lauder Companies’ brands.
The high-end cosmetics company launched Jo Malone London and MAC free-standing stores in St Pancras Station, London in 2014 and this latest Piccadilly Circus launch serves to further support its growth strategy within this space.
Aveda will kick off the companies’ year-long residency. For three months the Botanical hair and beauty brand will offer an express experience where commuters and guests can fix their hair on-the-go, as well as pick up “must have products”. A range of pop-ups from of the companies’ other brands will then follow.
“As a consumer-inspired company we wanted to create an offering that would speak to our consumer’s needs for a retail experience that fits around their busy lifestyles. With over 41m journeys made via Piccadilly Circus Underground each year, by bringing The Estée Lauder Companies’ wide offering of premium brands to Piccadilly Circus we are able to extend our high-touch service to reach consumers in a new and unexpected format.” said Jo Dancey, executive director of retail operations and property services for The Estée Lauder Companies.
