Space NK Shifts to Online Makeup Consultations, Beauty Masterclasses

LONDON —  With videoconferencing rocketing in popularity, Space NK has seen a surge in online makeup-related enquiries by people who want to look good on — and off — screen. The site will be offering makeup advice as part of a new digital platform, #TogetherAtHome, to connect and to provide at-home experiences for its customer base. There are masterclasses, which will be open for registration on April 10, that target a few areas of beauty such as wellness and skin care, and one-on-one consultations, commencing on April 17, that focus on makeup advice. Despite the majority of people staying at home, Emma Simpson Scott, chief marketing officer of Space NK, said the latter category is doing surprisingly well. She said she saw a 360 percent uplift in makeup-related queries last week compared to a normal week in store and attributed that to the rise in online FaceTime and videoconferencing. “One aspect is being ‘camera ready’ and looking their best as they do more video calls which are close up and sometimes not in the best lighting. Products that boost your glow, offer lightweight coverage or that ‘blur’ without masking definitely seem to be working well. “The other aspect seems to be a sense of escapism

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