During its 12 month residency, the store in the prime commuter hub will showcase a range of The Estee Lauder Companies’ brands, the first of which will be Aveda.
For three months, the hair and beauty brand’s first ever pop-up will offer an express service where commuters can ‘fix’ their hair on-the-go as well as buy a selection of Aveda products.
Other brands from Estée Lauder Companies will then occupy the space on a rotational basis.
Jo Dancey, executive director of retail operations and property services for The Estée Lauder Companies UK & Ireland, said: “As a consumer-inspired company we wanted to create an offering that would speak to our consumer’s needs for a retail experience that fits around their busy lifestyles. With over 41 million journeys made via Piccadilly Circus Underground each year, by bringing The Estée Lauder Companies’ wide offering of premium brands to Piccadilly Circus we are able to extend our high-touch service to reach consumers in a new and unexpected format.”
The move follows the launch of The Estée Lauder Companies’ Jo Malone London and MAC free-standing stores in St Pancras Station in 2014.
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