‘The Beauty Society’ launches at John Lewis & Partners Cardiff in St David’s Shopping Centre

From the comfort of this uniquely designed luxe dwell space, Beauty Guides will be on hand to provide personal, independent and inspirational advice to help customers find the right products for them from across John Lewis’ full range of brands.

Customers will sit at play tables, enjoy refreshments including Prosecco and coffee while John Lewis Beauty Guides help customers with anything from achieving the perfect feline flick, to explaining the difference between acids and antioxidants, or offering tips on how to refresh a makeup bag.

The concierge-style service will offer drop-in appointments and three bookable appointment types.

Head of Beauty at John Lewis Cardiff, Lea Wheeler, said: “We know how much our customers value interacting with our Partners and appreciate the advice offered across all of our departments. The Beauty Guides within Beauty Society will bring even more to our customers looking for the very best and latest makeup and skincare advice – all experts in beauty and brilliantly trained by all of our brands. We’re excited to welcome both existing and new beauty-loving customers and the bespoke nature of this service means we really will have something for everyone.”

Speaking on behalf of the St David’s Partnership, a joint venture between Landsec and intu, Kate Grant, intu’s regional managing director, said: “John Lewis has chosen to launch one of its three Beauty Society concepts in the UK at St David’s and this is a really exciting new addition to one of the centre’s anchor stores. Spending on beauty and cosmetic products is on the rise and this more personalised experience will be welcomed by visitors and beauty lovers looking for a more bespoke service.”