The Apothecary

Yesterday I was invited to the launch of House of Fraser’s new specialist beauty department, The Apothecary. Taking inspiration from the rustic shops of yester-year, the new fixtures and fittings really create an air of intrigue and excitement around the products that they hold, rather than just being another modern beauty hall.

The idea behind the new department is that all of the products that they hold should be showcased, accessible to customers who can enjoy browsing the shelves, and shopping for that new moisturiser should be an experience, not a stressful nightmare. The preview room was truly beautiful, each product range being dealt with in a way which means you’re as interested by the brands you know as the brands you don’t.

These new ‘Apothecaries’ will be launching nationwide in every store from October, each store receiving their own bespoke design so that every House of Fraser will be different. Just check out the pictures below to see how fabulous it’s going to look…

To coincide with the launch, there will also be some fab new brands on offer to complement the existing faves like St Tropez and Molton Brown. Some of my highlights included these amazingly cute vintage lip tips from MOR, Hissy Fit’s fabulous chocolate orange smelling make-up, Body America’s organic skin care range which I wanted to swipe and run away with, as well as exclusives from Eylure and many, many more that I can’t remember! There’s even an exclusive ‘Apothecary’ range which has been formulated especially for House of Fraser themselves – I got to take home some of the hand lotion and hand wash and they’re absolutely delicious.

I can’t wait for the Apothecary to launch in the London branches. I can see many a beauty blogger spending way too much time perusing the shelves and spending their well-earned cash!


1 Comment

  1. Shelley
    September 22, 2010 / 5:57 pm

    I hope you get the opportunity to try our Electric Body healthy skin care line too! Based on New Zealand Colostrum. It is the blue bottle featured in the second photo on your blog. We are so excited to be part of this launch and will be at the Glasgow store opening on October 14th. Thanks for your great work in getting the word out there about these new up and coming companies like ours.Shelley

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