The overhaul will see the high street retailer introduce interactive beauty hubs in store, replacing its existing traditional counters with open furniture, trend driven zones, play stations, discovery areas and live demonstration zones.
As well as the new-look store, Boots will introduce ‘Beauty Specialists,’ a dedicated team of experts who will offer beauty buffs in-depth knowledge across all brands, from premium to mass cosmetics.
Boots intu Derby, located on level 1 of the centre, is one of only 24 branches across the UK to be transformed into the new flagship format, with interactive experiences at the heart of the concept.
The announcement follows the recent launch of Fenty Beauty by Rihanna, which until last week was only available in the UK at Harvey Nichols.
Boots is also expected to launch over 20 new beauty brands in the next six months, from the likes of Becca and Too Faced to Nude By Nature and Tan Luxe, in addition to its wide range of long-standing and much-loved brands, including Liz Earle, Smash Box, Chanel and Clinique.
Carly Salisbury, marketing manager at intu Derby, said: “We are thrilled to reveal details of the transformation of Boots Beauty Hall at intu Derby. We’re delighted that the store within our centre has been selected as a flagship for the new beauty concept, and we are certain it will bring a unique and memorable interactive experience for visitors.
“The launch of Fenty Beauty by Rihanna last week proved to be a great success, with many new customers coming to the store to check out the new collection. We know our visitors are passionate about the latest beauty buys and trends, and the new Beauty Hall will offer customers an even greater selection of big-name beauty brands in centre,” she added.