In order to improve customer experience, John Lewis has launched a concierge-style beauty service at its Cardiff store in St David's shopping centre. The 'Beauty Society' invites customers to enjoy a luxe dwell space, get personal and independent advice from beauty experts and book up to three different services. Beauty Guides are on hand to help customers find the right products from the vast range of brands and offer drop-in appointments. Shoppers can also book three bespoke experiences, including a beauty class for £35, a beauty makeover at £60 and an in-depth makeup bag refresh for £45.

Last year, John Lewis changed its name to John Lewis & Partners to put a stronger emphasis on the role of its staff, and started training store employees to provide more personalised advice and assistance.