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Selfridges Gearing Up to Launch Beauty Campaign

The Beauty Project will look at beauty from a philosophical and feminist point of view, as well as a commercial one.

MY BODY, MY SELFRIDGES: In May, Selfridges will unveil one of its biggest in-store theme projects to date: A campaign that looks at beauty from a philosophical and feminist point of view, as well as a commercial one. The Beauty Project will launch on May 1 at Selfridges stores in London, Birmingham and Manchester and run for six weeks. The offer will range from debates around the theme of beauty, hosted by Intelligence Squared, to tattoo, juice, and nail bars; to a fragrance laboratory, to a face gym. An ad campaign shot by Norbert Schoerner that questions traditional notions of beauty will launch on May 1, and will feature a mix of models and men and women cast from the street. Meanwhile, the store’s Oxford Street entrance will boast a big neon sign that says “Hello Beautiful,” while windows will ask “controversial questions around some arresting statistics on beauty and feminism,” according to the store. Kathryn Ferguson has been commissioned to make six short films about beauty that will run online.

Selfridges has tapped Rem Koolhaas to transform the Ultralounge on the lower ground floor into the Beauty Salon, where talks and debates are set to take place, with one of the topics centering on beauty after 80, and a talk about “how to look hot” at 100. The Beauty Salon is a collaboration with Dove, which plans to personalize its traditional Beauty Cream Bar for customers in-store. Selfridges will also be offering an edit of the best travel-sized products on the market, and advice on the best-of-the-best products across the brands. Brands are also on board: Chanel will be customizing nails, while MAC has created stands shaped like giant, bullet-shaped lipstick cases that are stocked with a variety of shade, and the brand will also launch its Proenza Schouler collection during the event.