Department store chain John Lewis has announced it would invest £9 million in its beauty halls in key stores, in light of how its beauty departments now out-sell fashion.
Perfumes, face creams and makeup have continued to perform well and drive footfall for John Lewis, rising a third in the last five years.
The new investment will see new brands like MAC, Marc Jacobs and Tom Ford Beauty become a staple in its beauty halls.
It will increase the size of its beauty departments in key stores across the country including Cambridge, Bluewater, and Bristol by a massive 50 per cent.
There are also plans to modernise four other department store beauty halls, including its Sloane Square store.
This follows recent efforts to expand these sections in Birmingham with the opening of its own &Beauty spa and Oxford St’s Clarins Beauty bar.
“Beauty is one of the best performing categories at John Lewis and a significant footfall driver, so this investment is a reflection of our ambition in this space,” buying director for fashion and beauty Ed Connolly said.
Rising demand in the beauty sector has also been picked up on by Debenhams, Sainsbury’s and Marks & Spencer, who have all expanded their beauty ranges in response to demand.
Fashion has had a difficult year due to unpredictable weather patterns and has now been overtaken by the beauty.