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First look: Hudson's Bay Beauty Underground

By: Canadian Living
Canadian Living
Style

First look: Hudson's Bay Beauty Underground

By: Canadian Living

If you love beauty products but hate beauty counters, you are not alone. I’m a beauty editor, I’ve been covering the beat for almost seven years, and even I feel overwhelmed when I’m cruising a department store’s beauty floor. I know what I want and I’d like to make the purchase quickly, with minimal chitchat—or the dreaded up-sell. But I speak fluent beauty, and I realized many women don’t, that’s when the interaction at a counter with a beauty expert can be a great resource for education. However it can still feel intimidating to many—not to mention way too focused on just one brand. Screen shot 2015-10-19 at 1.52.15 PM The Hudson’s Bay Queen Street flagship store has created a space not only for beauty sleuths, but beauty novices are also welcomed with one-stop shopping. The curated selection of products ranges from makeup, skincare, fragrance and bath and body. Not only is it a destination but the space is designed to appeal to the busy patrons who frequently use the store’s concourse level as a underground pathway to navigate the busy Toronto downtown core. Shelley Rozenwald, Chief Beauty Adventurer at the Hudson’s Bay came up with the aptly name Beauty Underground. “This space is all about discovery, but it also caters to men and women that are in a hurry and don't have time to visit multiple beauty counters,” says Rozenwald. Some of the new brands that will be launching in the Beauty Underground are Vincent Longo and Teeez (both exclusive to Hudson’s Bay), Becca, Rebel’s Refinery, Tangle Teezer, Tony Moly, Neulash and many more. Beauty mainstays that also have a presence upstairs are available in the Beauty Underground such as M.A.C, Clinique, Kiehl’s, Bliss, Anna Sui and several other favourites. What is truly interesting is the clever merchandising, for examples different lip products (glosses and lipsticks) are arranged by colour, not by brand. Fragrance is sold by the category of scent (Oriental, Woodsy, Fresh) rather than being grouped under the same beauty company. In the middle of the concept space is  The Ten Spot style bar, which offers seven signature hairstyles for $25 per style, along with M.A.C stations right outside that sell makeup application services. The best part? This section of Hudson's Bay opens bright and early, at 7am on weekdays, making it the perfect pitstop if you work in the area and have a really important day at work, or in life, and want some professional help to look your best. As a beauty aficionado and a busy woman, I'm loving this fresh approach to department store beauty.
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First look: Hudson's Bay Beauty Underground

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