This is a very interesting concept from Selfridges; they’ve asked several beauty companies to ‘de-brand’ as part of their ‘Quiet Shop’, from January 11th. There will be all sorts of brands there, not just beauty, but all will be stripped of their famous logos. Even Selfridges will be de-branding themselves by removing their logo from their notorious yellow bags.
There will also be a Silence Room (first created by Mr Selfridge himself back in the day) where store visitors can switch off in peace. You can’t take your phone in and you need to leave your shoes at the door – a mental detox, if you like.
They’re certainly right that there is a lot of beauty ‘noise’ right now – I am sure you’ll be able to guess the beauty product below, but I’m not breaking the silence by naming it!
I like this uncluttered approach and a general calming down around branding and beauty. However, the irony that this comes from the store that has a Karaoke bar in the basement right next to books isn’t lost on me.