A FRESH APPROACH TO BEAUTY FOR A GENERATIONS OLD RETAILER

The beauty & fragrance halls are the beating heart of Liberty’s world-famous shopping experience. As the category shifts all around and mainstream retailers continue to expand their range into cult and emerging brands, how does Liberty stay out in front?

During my time at Portas, I partnered with Liberty’s marketing team & in-house creatives to develop a new visual, verbal and content direction for Liberty beauty. The resulting brand world brought together their arts & crafts heritage with forward-facing modern luxury. A more editorialised approach to content positioned Liberty as expert curator by shining a light on the emerging brands their buying team are famous for surfacing. Partnerships and collaborations with influential beauty ‘voices’ lived in social, eCRM and store-level storytelling to further land their credibility as London’s leading beauty destination.