What: H&M Beauty is set to open two 3,230-square-foot beauty locations in Oslo in May.

Why it is important: The locations signify the launch of H&M Beauty and could each generate an estimated EUR 2.5 million to EUR 3.5 million in yearly sales.

Both locations have about two more times floorspace than the retailers current beauty departments and will carry H&M-branded beauty products in addition to more than 80 external beauty brands, featuring Scandinavian beauty labels and some brands that are exclusive to Norway.

The retailer is wanting to build credibility within the beauty industry, with the ultimate goal being that customers can shop their entire look at H&M.

Making sure they have an elevated look and feel in everything they do, the retailer has introduced a new logotype and is reworking all its aesthetics. The in-house design team has created a space that is integrated with fashion but feels like a beauty space.

Entering the stores, shoppers are greeted by an inspiration table where the coolest products are displayed alongside the latest fashion. In the first room, more prestigious beauty labels are given prominent retail spaces to create their own brand universe. Further in, smaller brands have their own shelves lining categorized zones.

Taking inspiration from a cocktail bar and spa environment, the beauty bar features merchandising units with curved tubes and vibrant colors where shoppers can interact, get nail, lash and brow services, and experience a mask bar.

H&M Beauty opening first global flagships in Oslo