Following the launch of “Beauty” in the Zalando Fashion Store earlier this year, a dedicated Beauty Station opens July 28 in Berlin’s fashionable Mitte district. Estée Lauder brands, M.A.C Cosmetics, Estée Lauder, Clinique and Origins launch both in the Beauty Station and the Zalando Fashion Store on the same day, generating seismic interest among beauty fans.
"We are happy to announce that Estée Lauder brands, M.A.C Cosmetics, Clinique, Estée Lauder and Origins will launch with Zalando, on and offline, on July 28. This is a big step for Zalando and its new beauty category. With these highly established partner brands, we can enhance our beauty assortment even more for our customers,” says Claudia Reth, Vice President Specialities (Premium, Beauty, Kids) of the collaboration.
A pre-event just two days before the opening gave a first taste of what’s on offer, with key press and influencers invited to experience the services. Tempting discounts and free goodies, including complimentary makeup from M.A.C and live beauty shoots, were available at the pre-event party and will be made available on the opening day.
The 160 sq meter “Zalando Beauty Station” puts the beauty-savvy customer first: 53 brands, tangible product experiences, a curated range of beauty items, as well as an exciting test platform for launches, tutorials and advice from beauty experts. Service stations offering makeup and nail treatments are also present in the store. The dynamic playground allows for a new kind of dialogue between customers and beauty brands, with names from Estée Lauder further elevating the Zalando Beauty offering.
Eric Daugan, Vice President Digital Commerce & Marketing EMEA, Estée Lauder: “Consumer expectations and shopping behaviors are constantly evolving. Our omnichannel strategy aims to reach Millennial consumers where and when they like to shop. We are proud to partner with Zalando, Europe’s leading online platform for fashion and lifestyle, to expand the prestige beauty category and reach more consumers in a highly relevant way.”
From more than 150 beauty brands with almost 5,000 beauty items already online, to our fashion assortment of 300,000 articles, Zalando continues to offer a unique shopping environment; our Beauty Station offering takes the customer experience to the next level.