LONDON — Lisa Eldridge’s first beauty counter at Selfridges is stationed between Augustinus Bader, Gucci Westman and Hourglass. That ought to tell anyone enough about where her brand sits within the industry.
The business has been following a direct-to-consumer approach for 3 years and has dipped its toes in retail by the use of pop-ups to higher understand the market.
“I like the history of Selfridges since it was the primary place that displayed cosmetics. It featured in my documentary [‘Makeup: A Glamorous History’] and I shot a few of my documentary there as well. It was my first alternative for my first door,” Eldridge told WWD.
She has used a majority of her time training the on-floor makeup artists on her counter...
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