The re-furbished beauty hall at David Jones Elizabeth Street

David Jones Elizabeth Street opened its re-designed Beauty and Accessories hall, now situated on the first floor.

Some 2.700 sqm of elegant marbled, off-white tiles are home to iconic and discovery beauty and fragrance.

Brands took the opportunity to bring their counters up to state-of-the-art designs and introduce world firsts.

Walking the floor from 9.30am opening, on Day 1 (Friday 26th July) esprit Magazine Australia joined David Jones’ Rachel Duffy, General Manager Beauty, Bianca Costa, Merchandise Manager Beauty & Accessories, David Hardman, Sales Manager along with the force of Black & White Beauty Assistants.

Merchandise Manager Beauty Bianca Costa and esprit Magazine Australia’s Editor, Andrea Ferrari


Melanie Sandstrom (ELC, Aerin and Tom Ford Beauty), Doug McDonald (La Mer and Jo Malone) and Kellie Liddiard (Clinique, Aramis, Lab Series and Designer Fragrances)


And then there were the brands – from Ultraceuticals’ CEO Karen Wilkin-Donachie and the architects who built the company’s new ‘counter’ to Body & Soul’s Rhonda Rayner who’s worked on the beauty shop floor for many a year, to Edward Kaleel, MEA, supplier of some of the industry best-trained promotional BAs and the ELC family of Melanie Sandstrom (ELC, Aerin and Tom Ford Beauty), Doug McDonald (La Mer and Jo Malone) and Kellie Liddiard (Clinique, Aramis, Lab Series and Designer Fragrances); Catherine Tumbel working the NSW launch of Clive Christian fragrances and Dan McCormack, National Retail Sales Manager checking out his sparkling new Agence de Parfums counter. Helen Moreno, GM Clarins was joined by the company’s CEO, Jerome Bellamy and on Bobbi Brown, Counter Manager Rosalie Musso was in full swing with makeup makeovers supported by 2IC, Jade Vitagliano and NSW Area Manager, Sarah Luzak.

Body & Soul’s Rhonda Rayner and esprit Magazine Australia’s Editor


Clarins’ GM Helen Moreno and Clarins’ CEO Jerome Bellamy


It was a Beauty Event attracting a flow and ebb of industry visitors and inquisitive customers. From a social morning the industry-to-customer ratio changed dramatically, and the customer reigned.

Every counter without exception is geared to connection, personal consultations, self-driven brand interaction, engagement, touchy-feely, “what’s in it for me” and my beautycare need?!

What every brand wants is for the customer to share their concerns and goals and get connected with the brand’s offer and solution and for loyalty to be won over.

In this new light and airy environment staffed by the best of the best with evolved counters that involve the customer, the scene is set. May the theatre begin, all hail to the pampering and let’s see how David Jones beauty ups the ante.

The much anticipated ground floor beauty hall is said to open in November 2019.

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