David Jones celebrated the re-opening of the Beauty Floor at its iconic Bourke Street Flagship; a significant milestone for the retailer following a $15 million investment into transforming its historic Melbourne store into the premier destination for luxury beauty in Australia.
The occasion was marked by an exclusive breakfast attended by media, influencers and industry partners at the Bourke Street store, with a dining experience on the Beauty Floor amongst the counters of some of the world’s most renowned beauty brands.
The event also featured a compelling in-conversation series hosted by Friend of David Jones, Eleanor Pendleton, featuring four leading beauty entrepreneurs: Richard Parker, founder of RATIONALE, Anna Lahey, founder of Vida Glow and TYPEBEA, Raquel Bouris, founder and creative director of Who Is Elijah, and Bec Jefferd, co-founder of Ultra Violette.
Panelists were also joined by special guest, Anastasia Soare, CEO and founder of Anastasia Beverly Hills, who is visiting Australia to launch her brand and its renowned Brow Studio into David Jones’ Bourke Street Flagship – the only destination in the Southern Hemisphere where customers can experience one of her signature brow services with its patented Golden Ratio Theory.
"David Jones offers a world-class curation of luxury Australian and international beauty brands, and we are delighted to welcome our customers into our reimagined Bourke Street Flagship, where a full immersion into the world of our brands awaits," said David Jones general manager of beauty, Alicia Shoolman.
"The refreshed Bourke Street Beauty Floor has been designed with specific zones showcasing our offer across luxury skincare, makeup, fragrance and emerging categories such as hair and wellness."
"The zoning supports a seamless customer journey that inspires and encourages discovery, and the inclusion of an additional seven private beauty rooms on the floor supports our commitment to delivering services and immersive brand experiences, like no other."
"We are also proud and excited to welcome some new brands to the Bourke Street offering, including Anastasia Beverly Hills, Rationale and Aesop, which will open in October," said Shoolman.
From make-up applications and fragrance discoveries to sublime private facials from the likes of La Prairie, La Mer, Rationale, Chanel, Sisley Paris, Dermalogica and more, the reimagined Beauty Floor is a must visit destination for any beauty lover.
"Welcoming over nine million visitors annually, our Bourke Street Flagship is a true destination, and we are proud that the ground floor beauty space is now the perfect stage for our beautiful beauty offer, complementing our incredible brand, product and services available across our other categories," added Shoolman.
David Jones is inviting beauty enthusiasts to join in on the celebration during its Festival of Beauty, taking place on the Ground Floor of Bourke Street Mall from Thursday, August 22nd to Sunday, August 25th.
The festival promises four days of activations, giveaways, entertainment, and masterclasses from Gucci, Lancôme, GHD and more.
From Thursday, August 15th to Sunday, September 1st, customers will also have access to a dedicated Beauty Concierge in-store to guide them through the new floor and services.
Head to David Jones Bourke Street Mall to rediscover Melbourne’s original beauty icon and directly shop world-class brands in store or visit davidjones.com.
Image credit: Supplied
