nt of our premium customer offering and part of the experience of shopping with us. We are always looking at ways to further innovate our service offering in line with industry trends, new products and customer feedback,” Rachel Duffy-Packer, David Jones general manager of beauty, told Inside Retail in an exclusive interview.  Meanwhile, the department store has also just launched its range of complimentary virtual services offered by beauty advisors, who can provide skincare consults, share make-up tips and arrange for customers to collect products in-store if they choose. In December last year, David Jones’ 3,500sqm beauty department underwent a major makeover as part of the Elizabeth Street store refurbishment, featuring store-in-store concepts from luxury brands such as Gucci, Chanel, Burberry, Guerlain and Dior, in addition to three treatment rooms for La Prairie, La Mer and Rationale. Beauty in the time of Covid Since the pandemic, skincare and beauty have continued to rise in popularity, as consumers relax and indulge in treatments from the comfort of their own home. “There has absolutely been an emphasis on self-care and wellbeing during Covid. Staying closer to home, we have seen a trend in customers updating their skincare regimens and supporting wellbeing with inner beauty supplements,” observed Duffy-Packer. Blow Bar Co founder and director Leigh Dole says that since the pandemic hit, it’s become clear to her how much the beauty industry is tied to self-care. “What was once a place of celebrating joyous occasions has [taken on] a new meaning and purpose for Blow Bar Co. It became, more than ever, an escape and a mental release. Often when I’d see a client at Blow Bar during the height of the crisis, I would ask ‘how are you?’ only to be glanced at with an eye full of tears,” she said. And now that restrictions are easing and the festive season is just around the corner, beauty services are making a return and consumers are slowly emerging from their homes. “With many turning online for their retail needs, you still can’t buy an experience. And this is what David Jones has created so beautifully in their Elizabeth Street store as every level takes shoppers on a new experience and journey,” Dole said. “I remember going into the city as a child with my mum and going to David Jones to shop the ultimate. It’s an honour to now be part of the historic story as we bring a new and exciting beauty experience to the customers of David Jones.”