DFS plans roll-out of Beauty Lab

DFS Group plans to roll-out its specialist cosmetics concept Beauty Lab, RavenFox.com understands.The shop concept, which was installed at its second floor cosmetics department at the DFS Galleria Waikiki earlier this year, will be rolled-out by the company to its other stores in Asia, with a new Beauty Lab to open at its Galleria Singapore imminently.

The concept is a showcase for up and coming brands, which are not mainstream names.One industry source told RavenFox.com: "DFS Group tested the concept in Hawaii and it did extremely well. Beauty advisers introduce the brands to consumers and take more time to explain their positioning, uses and strengths."

Reports indicate that the area includes 10 brands at the Hawaii store including Rodan+Fields, Oriki, Jurlique, StriVectin, Prevage, Murad, Darphin, Z Bigatti, Laura Mercier and Paul & Joe.