Fenty is set to expand its luxury retailer footprint by launching its complete range of Fenty Beauty, Fenty Skin, and Fenty Fragrance in Selfridges Beauty Halls across the UK. This marks the first time the full collection will be available in Selfridges stores, aligning perfectly with the summer season.
Timed ideally for the sunny months, Fenty Beauty is introducing its new product, SOFT’LIT Naturally Luminous Longwear Foundation. This foundation, offered in 50 shades to complement all skin tones, aims to provide a ‘Glow, a Notch Above Natural.’ It is designed to deliver a longwear, ‘Golden Hour Glow’ effect.
To celebrate the launch, Fenty is hosting a shimmering bronze ‘Golden Hour’ pop-up experience, allowing consumers to immerse themselves in the new SOFT’LIT longwear foundation. This pop-up will be available at Selfridges London until 12th June and at Selfridges Trafford Centre in Manchester from 17th to 30th June.
As part of the pop-up experience, Fenty is offering a Selfridges exclusive ‘Bronze All Ova’ range, including the new Gloss Bomb Oil bronze hues and an upgraded Body Lava formula. These products are complemented by new must-have eye and lip shades, designed to give a standout bronze highlight.
Giles Miles-Dickson, Senior VM & Property Project Manager at Kendo Brands, commented: “Bringing a new chapter in the Fenty brand to life with these retail spaces at Selfridges has been a rewarding and truly inspirational project. After over a year of ideating, planning and creative it’s exciting to see these two worlds meet – and mark the opening of Fenty in the new Beauty Hall at Selfridges.”
Aarron Taylor, Design Director & Co-Founder of Backlash, the experiential agency involved, added: “It has been a fantastic project to be involved in as the design has been uniquely created for the Selfridges launch and is the only retail design execution of its kind globally for the brand.”
