High street pharmacy-cum-beauty hall Boots is ditching traditional beauty counters for the first time in its 170-year history and reinventing itself as a playground for beauty.
According to Harper's Bazaar, refurbishments begin next month in the UK when 24 Boots stores will be made-over with "open furniture, trend-driven zones and discovery areas, ‘play stations’, and spaces for live demonstrations".
“The ambition has been to shake up our current beauty offering to create an open and inspiring environment where customers can explore and play," Commercial director and VP of beauty and gifting at Boots UK, Joanna Rogers, explains.
It's expected that the new stores will cover wide ranges of beauty – including inexpensive finds to premium luxe.
The powers-that-be are looking to create an interactive destination with experiences that cannot be replicated online as well as the addition of loads of new brands.
New jobs will be created, too. Boots will hire beauty specialists to come and work alongside brand reps and provide details on the latest products with an unbiased viewpoint.
“We really wanted to create a community of like-minded individuals who will love their jobs and give our customers a wonderful experience,” adds Rogers.