Yesterday I was at the grand opening of the long awaited new beauty department at luxury department store De Bijenkorf. The so-called ‘Beauty World’ is part of the ‘Premium Experience Strategy’ of the Bijenkorf, to focus on, and expand their high end brands, exclusivity, top service and unique shopping experience. Beauty World lives up to that promise with a wide range of exclusive beauty brands, fragrances and services making it the largest beauty department of the Benelux. What to expect? Envision 25 counters, a treatment room, 200 make-up and skincare professionals, 125 beauty services, and 12,500 products. Luxe marble floors and pillars, more glass windows and an extra entrance add allure and sophistication to the 1200 square meters space.
I spent over 2 hours in Beauty World to explore and try new collections and newly added brands that were until now only accessible to us when visiting luxury department stores like Harrods in London, Lafayette in Paris or Neimann Marcus in New York. The international allure has finally landed in the Dutch capital.
What’s new? The Chanel counter expanded which also made room for more collections like Les Exclusifs de Chanel perfumes line. The assortment expanded with additions like Tom Ford beauty (also for men), Laura Mercier, Sisley, Givenchy, Dermalogica and La Prairie.
The fragrance assortment just got bigger with Dior La Collection privée, Roja Dove, Bella Bellissima, Czech & Speake, Prada les Infusions, Chanel N°5 900 ml bottle, YSL le Vestiaire des Parfums and Guerlain the exclusive collection. All of these fragrances are exclusively available at De Bijenkorf.
In March 2016 more brands will be added like the British beauty brand Charlotte Tilbury, another exclusive in the Netherlands.
At Dior, of which I’m an eye-shadow collector, I was introduced to their latest nail colour, 991 Mystère, part of the ‘State of Gold’ Christmas collection 2015. The nail polish is easily applied thanks to a wide brush applicator, and it dries within 8 minutes max. I have yet to experience how many days the two layers will stay unchipped.
I’ve been using Bobbi Brown’s foundation and powder for years now (compact honey no 5) when it wasn’t even available in Holland yet. However, after yesterday’s touch-up session I might swap some other products for Miss Brown’s as well. The touch-up session included several products but won me over with the ‘smokey eye mascara‘ and the black ink gel eyeliner which opened up my facial expression and visibly elongated my lashes. I was given so many personalized helpful tips in this 20 minutes on-the-spot consult. Top-notch service!
And ofcourse I had to check out the Christmas collection and candles by Jo Malone!
Beauty World at de Bijenkorf stepped up to the plate and is the ultimate luxury experience we would expect from a high end department store. Well done Bijenkorf!
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