Debenhams' BeautyClub Community, the UK's largest and Europe's first social media forum for beauty lovers, celebrated its first anniversary last week in style.
In its first year, our online Community has grown to include 60,000 members - a quarter of whom are new to Debenhams. Members share their experiences, techniques and beauty suggestions in a safe and positive online space, engaging with each other's recommendations and connecting over their love for beauty products. The top three topics on the forum are currently: how to cover up dark under-eye circles; how to ensure lipstick lasts all day; and which is the best foundation this season.
In June this year, Debenhams held its first annual BeautyClub awards, hosted by Tess Daly at the Ham Yard Hotel in London. This event not only celebrated our Community's favourite beauty products, including Urban Decay, Clarins and Kat Von D, but also individual Community members for their incredible contributions throughout the year.
We celebrated the Community's first birthday by inviting our top members to Debenhams HQ in London for an exclusive party and Instagram Live event. We gave them a first look at the hottest beauty launches coming up around Christmas this year, as well as major trends including smokey neutrals and matte red lipstick. Guests included model and influencer Amy Neville, TV and radio presenter Olivia Cox, and beauty influencer Danny Defreitras.
Debenhams is the UK's market leader in online premium beauty and makeup products. It has 1.3 million Beauty Club cardholders and since the launch of the BeautyClub Community in September last year, the forum has had 1.7 million unique visitors. Club Members typically spend three times more on beauty than other Debenhams customers.
Fiona Lay, Debenhams' Trading Director for Beauty, commented;
'It's been a busy first year for Debenhams' BeautyClub Community, the first of its kind in Europe. It offers a real point of differentiation with our competitors in harnessing the power of peer-to-peer recommendations, and we are immensely proud of this positive, diverse and supportive Community. Our beauty brand partners have worked with us to offer members once-in-a-lifetime experiences and we have exciting plans in place to continue to scale and commercialise the business.'
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Notes to editors:
Debenhams is a leading international, department store destination with a proud British heritage which trades out of around 240 stores and is available online in more than 90 countries. It is the largest online beauty retailer in the UK, and is a leading UK market player in premium beauty, with the No 1 market share in make-up. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.
The BeautyClub Community can be found at https://community.debenhams.com/. Our Skincare Guarantee also allows customers to try new products from a selection of brands for 28 days. If they do not completely fall in love with their newly purchased items, customers can return them to their local stores with proof of purchase for an exchange or refund.