David Jones unveils Australian ‘first’ in revamped beauty floor
The retailer is investing $15 million into “transforming” the historic department store – adding a feature you can only find in one city.
David Jones has reopened a popular section of its flagship Melbourne outlet after investing $15 million into “transforming” the historic department store.
The Australian retailer announced a multistage redevelopment of its iconic Bourke Street store two years ago after it relinquished part of the 170-year-old building, which previously housed its menswear division, to property management group Newmark Capital in 2020.
David Jones has now reached a “significant milestone” in the redesign, unveiling its new “luxury” beauty floor, which reopened to shoppers on Thursday after closing for renovations.
Among the array of new features is a “first” for Australia, the arrival of Anastasia Beverly Hills’ world-renowned Brow Studio where customers can experience a signature brow service created by the brand’s CEO and Founder, Anastasia Soare.
Customers who visit the counter, the first in the Southern Hemisphere, will have their eyebrows assessed using the beauty brand’s patented Golden Ratio Theory – before then having them shaped to “perfection”.
“I started developing my theory more than 25 years ago, on how to shape eyebrows according everybody’s bone structure and natural shape,” Soare told news.com.au.
“Clients will get a consultation at David Jones. The technician will explain what is the ideal shape for them, and we’ll recommend the best products according their skin tone, colour of the eyebrows and challenges that they have.
“Eyebrows are more difficult than applying the rest of your makeup. Eyelashes, lipstick, blush, it’s all easier.
“Eyebrows take a little longer to understand what works the best for you. Sometimes it can take just one little change and it will make a whole difference to your face.”
Soare, who has a wealth of celebrity clients including Oprah Winfrey, Kim Kardashian and JLo, said during consultations customers will be shown how to use products so they can recreate the look at home.
“From the beginning I believed I have to educate the client in how to use the products and why they have to use it,” she shared.
“I was a victim of the 80s with pencil thin and round eyebrows, which eventually I realised were not right for my face.
“After figuring out how to fix my own eyebrows, I wanted to make sure others could do the same too, which is pretty much how Anastasia Beverly Hills was born.”
Other features in the revamped beauty floor include make-up applications and private facials by luxury brands including La Prairie, La Mer, Rationale and Chanel.
“David Jones offers a world-class curation of luxury Australian and international beauty brands, and we are delighted to welcome our customers into our reimagined Bourke Street Flagship, where a full immersion into the world of our brands awaits,” said Alicia Shoolman, General Manager of Beauty at David Jones.
“The refreshed Bourke Street Beauty Floor has been designed with specific zones showcasing our offer across luxury skincare, makeup, fragrance and emerging categories such as hair and wellness. The zoning supports a seamless customer journey that inspires and encourages discovery, and the inclusion of an additional seven private beauty rooms on the floor supports our commitment to delivering services and immersive brand experiences, like no other. We are also proud and excited to welcome some new brands to the Bourke Street offering, including Anastasia Beverly Hills, Dermalogica and Aesop, which will open in October.”