# Multi-Brand Beauty Hubs #BeautyHub Offers an Experience Bar, Snap & Pose Masterclasses & More By Laura McQuarrie | Published 2018-05-26 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/beautyhub References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/What_to_expect_from_Este_Lauder_Companies_debut_UK_multibrand_retail_concept/143336) Estée Lauder Companies UK & Ireland (ELC) launched its first multi-brand retail concept called #BeautyHub in the [Debenhams](https://www.trendhunter.com/trends/boohoo-marketplace) department store as a way for consumers to easily discover and interact with products from ELC brands. At the #BeautyHub, consumers will be able to make the most of in-store services at The Experience Bar, The Fragrance Bar and even partake in ‘snap & pose’ masterclasses. The new retail concept merges social media and the brick-and-mortar experience, as consumers may use iPads to access how-to videos and even film their personal consultations. As well as being able to experience products from brands like [Clinique](https://www.trendhunter.com/trends/clinique-amazon), [Origin](https://www.trendhunter.com/trends/historic-hotel-dangleterre) and MAC in a way that's highly curated and digitally connected, consumers will also be able to pick up exclusive items like The Festival Survival Kit. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 57% | Activity: 68% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Multi-brand Retail Concepts:** The emergence of multi-brand beauty hubs like #BeautyHub presents an opportunity for brands to collaborate and create unique customer experiences. - **Social Media Integration:** The integration of social media platforms into physical retail spaces allows for interactive and shareable experiences, creating new opportunities for customer engagement and brand promotion. - **Curated and Digitally Connected Experiences:** The increasing demand for curated and digitally connected experiences, as seen in #BeautyHub, suggests an opportunity for brands to leverage technology to enhance consumer interactions and personalize product recommendations. ### Who This Affects Most - **Beauty and Cosmetics:** The beauty and cosmetics industry can explore the multi-brand retail concept to create experiential hubs that enhance customer interaction and drive product discovery and sales. - **Retail and Department Stores:** Retailers and department stores can incorporate social media integration and interactive experiences, similar to #BeautyHub, to revitalize the brick-and-mortar shopping experience and increase foot traffic. - **Digital Technology and App Development:** With the growing demand for curated and digitally connected experiences, the digital technology and app development industry can play a pivotal role in creating innovative solutions and platforms that enhance the customer journey. ## Related on Trend Hunter - [Interactive Beauty Destinations](https://www.trendhunter.com/trends/superdrug-beauty-playground.md) - [Virtual Beauty Speakeasies](https://www.trendhunter.com/trends/virtual-luxe-lounge.md) - [Experiential Beauty Campaigns](https://www.trendhunter.com/trends/heathrow-airport.md) - [Grocer-Inspired Beauty Retail Pop-Ups](https://www.trendhunter.com/trends/benefit-benemart-holiday-concept-shop.md) - [Luxury Beauty Destinations](https://www.trendhunter.com/trends/beauty-destinations.md) - [Immersive Beauty Shopping Experiences](https://www.trendhunter.com/trends/elf-cosmetics-4.md) - [Luxe Designer Beauty Activations](https://www.trendhunter.com/trends/light-club-20.md) - [House Party Pop-Ups](https://www.trendhunter.com/trends/boots-beauty-house-party.md) - [Growth-Focused Beauty Pop-Ups](https://www.trendhunter.com/trends/self-growth-studio.md)