As detailed in PSFK's exclusive London Retail Innovation Guide, the U.K. capital's top beauty brands are driving store traffic with personalized attention and immersive retail environments

While some beauty retailers are investing in augmented reality or mobile-first technologies to enhance their brand, others are focusing their efforts on elevating their store experiences to drive engagement. From wellness schools and expert guidance to selfie rooms and hands-on demos, personal care and cosmetics brands are turning their brick-and-mortar outposts into beauty playgrounds offering shoppers high-touch experiences that the digital world can't.

As detailed in PSFK's London Retail Innovation Guide 2019, here's how the city's top beauty names are staying ahead of the game by offering value-added one-on-one services, educational discovery and interactive experiences to pique customer interest and enable exciting customer journeys:

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