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Last weekend I was in London with my daughter Maui and I absolutely wanted to visit The Beauty Project at London’s trendiest megastore Selfridges.

The Beauty Project is a mind-provoking and multi layered exploration of the definition of beauty and what it means in today's society.

 The first thing you notice is a total takeover of the store's famous window displays. Statements are made about ‘letting your hair grow’, thoughts on science versus nature, ‘ eat yourself beautiful food, an open window fragrance lab and questions about what is beauty (and what not)

Un-retouched images of unknown faces will appear all over London in a new campaign shot by Norbert Schoerner, whilst debates in the store's ‘Salon’ focus upon challenging topics such as The History of Beauty and Ugliness and the relationship between beauty and youth.

The point of The Beauty Project is to define many versions of beauty: mature ladies, colored girls, pink hair or all over tattoos. The idea is that when we have a wider range of ideals to look at, so women can feel better about the way they look and do not need to be disappointed not looking like the lipstick advert girls in a magazine.

Fun workshops are be inn organized like a face gym (a workout for the face that uses collagen-boosting finger moves), skin analysis, a Dove self-esteem workshop for mothers and daughters, hair straightening demonstrations and yoga. 

There is also a GREAT Fragrance Lab (London only) which I visited off course, but I tell you more about this in the next post.

Founder Harry Selfridge was the first to introduce a fully-fledged beauty fragrance and make up department at the centre of its London store back in 1910. With the The Beauty Project Selfridges sets again the trend tone, after the very remarked ’Silence room of last year’, by putting topics around beauty issues close to their heart on the agenda.

Business need to run to, so the big brands join in as well: Chanel customizes nails, Nars offers one-to-one blush consultations and Mac gives advice on the perfect shades as Tom Ford offers manicures with private cosmetics consultations. For the guys, a pop-up barber shop provides traditional shaves.

But hurry! The Beauty Project only runs until June 12 at all Selfridges stores, but the one in London has the most allure and events.

http://www.selfridges.com/en/StaticPage/the-beauty-project-hello-beautiful

Join the #beautyproject. I did.