The Beauty Project at Selfridges

While we usually use this blog as a space to chart the latest in fashion design, beauty innovations can sometimes be just as exciting. And Selfridges knows how to lead the way when it comes to cosmetics, offering up the latest technologies and ingredients in their beauty departments, as well as in-store salon experiences.

But his summer they’re taking it a step further and running The Beauty Project at their Oxford Street store. From 1 May to 12 June, The Concept Store at Selfridges will play host to beauty-focus talks, debates and workshops, all looking at what it really means to be beautiful in today’s society.

The Beauty Project will be rooted in six themes, which give us a bit of clue about what else we can expect: Men and Beauty, Age and Beauty, Adornment/Extreme Beauty, Global Beauty, Androgny and Natural Beauty. So we can safely expect some grooming events for men, the latest updates on anti-aging skincare, and a focus on embracing every skin tone.

Alongside special appearances from industry insiders like Caryn Franklin, German photographer and filmmaker Norber Shoerner has created a special advertising campaign based around the six themes. It taps into the growing trend for untouched beauty, and you can check out a gallery of all the images here.

Spa Junkie will be teaching masterclasses on face workouts, where you massage your face in order to boost collagen production, while a dedicated grooming department will take care of the men. And it wouldn’t be a Selfridges event without some special products to shop. The department store is celebrating The Beauty Project with an edit of niche, difficult-to-find cult favourites like EOS lip balms and Egyptian Magic cream.

The project which we’re most excited about, though, has to be the Fragrance Lab. For £65 a sensory technician from Givaudan will profile you, your personality and your preferences when it comes to scent, before creating one that it completely unique to you. You’ll even leave your appointment with a 50ml bottle of your new signature fragrance (worth £65 itself). And if you’re in a hurry, simply opt for an ‘Express Experience’ when booking – your scent will be based on your answers to a tablet-based questionnaire to speed things along. No word yet on whether you’ll be able to order refills, but it will include an explanation of the different notes and why they suit your character.