The Unveiling of the new Edgars Beauty Stores

Celebrity Make-Up Artist and The Bachelor contestant, Gina Myers, was our MC

Edgars has officially launched Edgars Beauty to the public and to the who’s who in the beauty industry.

The transition of the new Edgars Beauty store formats started last year July, creating much more exciting and welcoming environments, where beauty fanatics can transcend to “Beauty Heaven” and ignite their senses, through touch, feel and smell. Customers will get an opportunity to play with colour, learn to apply make-up and/or have a make-over. Not only is the Edgars Beauty store a haven for all things beauty, one is guaranteed to get coveted exclusive international brands like Inglot, a master colour brand that affords customers the opportunity to build their own palettes, and the crème de la crème of beauty connoisseur brands like Dior, Guerlain, Givenchy, Benefit and many-many more.

The beauty ranges at Edgars have always been my first go-to option for make-up and skin care. Now, one can shop in a new store layout that has been designed to optimise your beauty shopping experience.

The store format of new Edgars Beauty stores, with an updated look and a stronger product offering, including new categories to complete a full beauty offering, was informed by years of data and customer research. Over the last few years, the Red Square business was slowly transformed into a mini version of a larger Edgars cosmetics department, offering a similar brand selection, same promotions and ultimately engaging the same customer.

Layout of the new look Edgars Beauty Stores

“As a brand, we’re creating more and more space for our customers to express themselves as individuals. What better way to self-express than through the playfulness of beauty,’’ says Mike Elliott, Edgars CE. Elliott adds that through smart merchandising, customers will also find it much easier to find exactly what they’re looking for. At the same time, Edgars has also committed to more specialised training for in-store staff, so that the services themselves become more individualised to better serve the customers’ diverse beauty needs and concerns.

Customers will enjoy the fresh look & feel of the updated Edgars Beauty open space as well as the energised staff. Not only that, customers will be delighted by the variety of brand offerings in the new smaller format stores, where they will find brands like MAC and Inglot. New categories like specialised Derma (skincare), bath & body, both dry and wet hair and selected services will be offered in the new store formats.

Beauty guru, Gina Myers hosted the show and supplied the crowd with all her winter beauty tricks and tips. Lerato Kganyago, endearingly known to her fans as LKG, was there, spinning the decks to keep the guests entertained.