Debenhams Launches Beauty Club iPhone app

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Apr 28, 2011, 07:20 ET

LONDON, April 28, 2011 /PRNewswire/ --

Debenhams has expanded its mobile offerings with the launch of the Beauty Club iPhone app following high demand from customers.

The free-to-download, fully transactional app, complete with expert advice, incentives and tips, follows on from the success of the Debenhams iPhone app, which has seen over 400,000 downloads and sales of over 1 million pounds since its launch.

A first for the UK high street and beauty brands alike, the Debenhams Beauty Club app allows reward card members to shop for perfume, make up, skincare and bath and body products on the app, with free UK delivery automatically applied to every order.

Simon Forster, online trading director for Debenhams said: "From long-lasting lipsticks to summer fragrances to face creams, our shoppers can now get their much-loved beauty products at just one finger touch. The app is about allowing customers to shop with Debenhams whenever they want and from wherever they are."

The app also works as a pocket personal beauty consultant with a Skincare Consultation section offering tailored beauty advice and a Fragrance Finder to help select the right perfume according to the user's personality and lifestyle.

The latest beauty videos from Debenhams TV can also be viewed including make up tips with the option to purchase the products demonstrated straight from the video.

There is also the 'Paint your Nails' option which allows the user to choose their skin colour and virtually try nail colours from the vast Debenhams range to find the perfect shade.

The popular and innovative 'Barcode Scanner' enables shoppers to receive instant customer reviews on products before they make a purchase either in store or via the app.

Members can also use the app as a virtual Beauty Club card, keeping tabs on their points and redeeming through the app. They will also be at the forefront of beauty news such as the release of the next cult limited edition product; be it Chanel's new nail polish or the next revolutionary body sculpting creams from Mama Mio.

The Wish List option ensures beauty favourites never run out and are easy to purchase again and again with just a swipe of a finger. The Top Rated option displays Beauty Club member's top reviewed products with essential advice from fellow shoppers. The Beauty Club Awards winners can also be scrolled through, where the best of each category as voted by Beauty Club members are showcased.

'Store Finder' is the shopping sat-nav, helping customers locate their nearest Debenhams store and view store contact details, opening hours, facilities and a floor guide.

Forster added: "Again, Debenhams is leading the high street with our digital and mobile offerings, listening to what our customers want and reshaping the high street shopping experience."

About Debenhams:

Debenhams is a leading department stores group with a strong presence in key product categories including womenswear, menswear, childrenswear, home and health and beauty.

Debenhams is the second largest department store chain in the UK.

Debenhams operates 161 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark.

Designers at Debenhams include Preen, Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew Williamson.