Selfridges Launch The Beauty Project

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The world of beauty is a strange beast – often dismissed as fickle and shallow yet which provokes a great deal scorn, admiration and controversy in equal measure, which has been further fuelled due to the rise of the selfie. As a beauty journalist, I’ve often had to fight my corner to justify why beauty is worth writing (and reading) about, and department store Selfridges have also weighed in with The Beauty Project, which runs until 12 June in their London, Birmingham and Manchester stores as well as

Its aim is to explore the meaning of beauty in today’s society and whether it can be succinctly defined. The ad campaign (which can be viewed here) was shot by German photographer and filmmaker Norbert Shoerner, and depicts different varieties of beauty across six central themes: Men and Beauty; Age and Beauty; Adornment/Extreme Beauty; Global Beauty; Androgyny; Natural Beauty. Filmmaker Kathryn Ferguson has also made four mini-documentaries along similar themes which will be available to view at

Selfridges Beauty Project Hello Beautiful Neon Canopy

Selfridges Beauty Project Hello Beautiful Neon Canopy

At the heart of the Beauty Project is the Dove-sponsored Salon, based on the Lower Ground Floor of Selfridges London, where a series of talks and discussions on the issues of body-image and self-esteem in relation to beauty will be held by prominent beauty figures in business and the media, such as The Guardian’s Sali Hughes and British Vogue’s Jessica Hogan. There will also be experts from several brands offering masterclasses and advice sessions on with the likes of Guerlain’s Thierry Wasser, skincare guru Ole Henriksen and make-up artist Charlotte Tilbury all taking part.

Throughout the beauty halls, there will be several pop-up shops and salons showcasing the latest treatments and brands to hit the beauty circuit – including the intriguing new concept Face Gym (a treatment which focuses on the facial muscles rather than the skin itself) a Male Grooming station, Tattoo and Piercing Parlour and a carefully curated selection of items in the Selfridges Loves pop-up shop as well as several installations and special services offered by existing brands (MAC’s giant “lipstick” is not to be missed). The Food Hall will also be offering customers a selection of foods to help them look and feel their best.

Fragrange Lab exclusively for the Beauty Project at Selfri

Fragrance Lab exclusively for the Beauty Project at Selfridges

Last, but not least, there is The Fragrance Lab – created in collaboration with perfume house Givaudan, trend-forecasters The Future Laboratory and design studio Campaign where instead of  “browsing fragrances” customers respond to questions and certain stimuli and their “ideal” scent is then selected for them (as well as the bottle shape, description and label). If you’re a product junkie or just someone who’s ever had an opinion about the beauty industry – this is a project worth getting involved in.

Selfridges The Beauty Project windows

Selfridges The Beauty Project windows

by Viola Levy

For more information, please visit

The Beauty Project is on until June 12 at Selfridges London, Birmingham and Manchester stores as well as online at

Click here for a schedule of events.

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