Tom Ford Beauty opens first store in London

Estée Lauder’s Tom Ford Beauty brand has opened its first stand-alone store at Covent Garden in London, UK.

The 130m² facility features an assortment of makeup, skincare and fragrance products for both women and men, along with different digital technologies and customer services.

While the ground floor of the store includes a colour room, fragrance room and makeup room, the lower level offers separate spaces for private makeup services, grooming and events.

Customers can use the colour room’s augmented reality to virtually try-on Tom Ford Beauty’s lip colour shades, and experience personalised makeup services by a beauty specialist in the store’s makeup room.

The makeup room also allows users to record makeup applications for at-home use.

Described as the brand’s personal scent laboratory, the fragrance room includes an interactive scenting installation to facilitate digital browsing of Private Blend Collection.

Furthermore, the portfolio of Oud and Neroli Portofino fragrances and the brand’s Men skincare and grooming range can be explored, along with a luxury gifting station.

The private makeup services room provides fragrance customisation and makeup services, Tom Ford Shade and Illuminate philosophy, definitive brows, VIP masterclasses and bridal services.

With digital screens, the event space is designed for one-to-one cosmetic and fragrance consultations.

Intended for men, the grooming room includes Tom Ford for Men skincare and grooming line and offers services such as beard trimming, facial and wet shave.