DIRECTING THE HARRODS' BEAUTY HALLS WITH ANNALISE FARD

By Nateisha Scott

As the Director of Home and Beauty, Annalise Fard spearheads the strategy behind Home, Toys, Furniture, Technology and Beauty within the prestigious halls that is Harrods. Centrally located in London, Harrods offers an exquisitely unique taste that can’t be captured elsewhere. At the heart of this wonderland, Annalise harmonises and hosts a luxury setting that can’t be faulted. From her daily routine to what’s in store for Harrods in 2020, we unveil the direction of Harrod’s Beauty Halls.

 

As the Director of beauty, Fashion, Fine Jewellery and Watches – can you tell me more about what you do day to day?

On a day to day basis, I am responsible for leading the strategy for the categories I look after ensuring that they are balanced, cohesive and commercial. Working with my talented buying teams, we work to elevate Harrods’ position and ensure we are hosting a world-class luxury offering of products, brand and services. Introducing new brand relationships to the store is important but also nurturing those existing ones. I am also extremely lucky to travel the world to discover creativity, source niche brands from unexpected places and listening to the powerful new voices influencing global trends, which impact the industry and our business.

 

Directing the harrod's beauty halls with annalise fard

By Nateisha Scott

As the Director, what do you emulate and decide on for your departments?

There is synergy within beauty, fashion accessories, and fine jewellery and watches and I try as much as possible to learn from customers which in turn influences what we launch in store. There is so much to discover from our valued customers and it is one of the best ways to predict bestsellers and new trends.

Before your current role, what was your previous position & what has your career journey been?

I started my career at Harrods as a senior buyer’s assistant for furniture, and then moved on to become the buyer for the Beauty Apothecary. I remained for five years before leaving to work for Marcia Kilgore and her excitingly innovative brand 'Bliss'. I did this for the global experience, and it was exhilarating to work in a self-motivating, start-up environment. Afterwards, I returned to Harrods as the Head of Beauty, then became the Director of Home and Beauty before assuming my current role.

What project has been the highlight of your career thus far and why?

Transforming the Beauty Halls has been a real career highlight for me. I have been quite conscious of the transformative power beauty has and it has been great to work on a project that will become iconic. What is exciting is that we have expanded and invested to make it a wonderland with every inch being refurbished. I spent quite some time looking at the archives and understanding what the building and interiors looked like pre 1960’s to create a department that was considerate of the history of the building. I am quite passionate about the store and its heritage, so I hope this innovative department is one that customers continue to enjoy for many years to come.

What is your morning beauty routine?

Double Cleansing is very important for my morning routine – Fresh Soy Cleanser followed by the 111SKIN Exfolatic Cleanser is one of my favourite combinations. I follow this up with two face serums, an eye serum, eye cream and moisturiser. Although there are some products I enjoy using, I do like to mix, change and try new products all the time.

 

Your signature make-up look?

A glowing and illuminating look. The Cle de Peau make-up line is one of my favourites to use for this look. The Radiance Veil Primer evens out complexion which I follow up with the Radiant Cream Foundation.

What skincare products can you not live without currently?

The 111SKIN Celestial Black Diamond Eye Mask as it helps my eyes, but I also use it as a lip mask if my lips are dry and it is my ultimate for skin recovery. I adore the Sarah Chapman Overnight Facial, it nourishes my skin and makes it glow as well as the Cle De Peau Radiant Cream, if you open my cabinet this is the first product you will find.

 

Do you have any wellness habits or fitness routines that you are obsessed with?

I have so many! My top three favourites though is an Intravenous Vitamin Infusion in the Harrods Wellness Clinic – an absolute must for jetlag. I would also squeeze in an early class first thing on my at-home Peloton bike and my 111SKIN Master-Masking Planner, I’m obsessed with it and never leave for a trip without it.

How do you wind down at night?

Early in the evening I like nothing more than glass of great red wine and a Netflix series! Just before bed though, it a luxurious warm bath and a cup of camomile tea.

Your on the go/travel essentials?

I travel a lot for my job so having travel sizes of any of my favourite products is important. Fresh have the most amazing mini masks. I also love sheet masks from 111SKIN which are a must on a long-haul flight.

What are you most looking forward to in 2020?

I am most looking forward to launching H beauty, our new stand-alone beauty store concept. The first 23,000sq store will open in April and will house a curation of innovative and luxury beauty brands like Chanel and Huda Beauty with some new brands. It will have everything we love about Harrods, authoritative and credible. I am so excited about the level of service we are going to be delivering within the new stores – there will be dynamic beauty services including a flash facial concept and a blow dry bar, but also a coffee-to-cocktail bar. I want to make it very locally relevant and I cannot wait to show everyone this new concept.

 

As the Director of Home and Beauty, Annalise Fard spearheads the strategy behind Home, Toys, Furniture, Technology and Beauty within the prestigious halls that is Harrods. Centrally located in London, Harrods offers an exquisitely unique taste that can’t be captured elsewhere. At the heart of this wonderland, Annalise harmonises and hosts a luxury setting that can’t be faulted. From her daily routine to what’s in store for Harrods in 2020, we unveil the direction of Harrod’s Beauty Halls.

As the Director of beauty, Fashion, Fine Jewellery and Watches – can you tell me more about what you do day to day?

On a day to day basis, I am responsible for leading the strategy for the categories I look after ensuring that they are balanced, cohesive and commercial. Working with my talented buying teams, we work to elevate Harrods’ position and ensure we are hosting a world-class luxury offering of products, brand and services. Introducing new brand relationships to the store is important but also nurturing those existing ones. I am also extremely lucky to travel the world to discover creativity, source niche brands from unexpected places and listening to the powerful new voices influencing global trends, which impact the industry and our business.

 

As the Director, what do you emulate and decide on for your departments?

There is synergy within beauty, fashion accessories, and fine jewellery and watches and I try as much as possible to learn from customers which in turn influences what we launch in store. There is so much to discover from our valued customers and it is one of the best ways to predict bestsellers and new trends.

Before your current role, what was your previous position & what has your career journey been?

I started my career at Harrods as a senior buyer’s assistant for furniture, and then moved on to become the buyer for the Beauty Apothecary. I remained for five years before leaving to work for Marcia Kilgore and her excitingly innovative brand 'Bliss'. I did this for the global experience, and it was exhilarating to work in a self-motivating, start-up environment. Afterwards, I returned to Harrods as the Head of Beauty, then became the Director of Home and Beauty before assuming my current role.

 

What project has been the highlight of your career thus far and why?

Transforming the Beauty Halls has been a real career highlight for me. I have been quite conscious of the transformative power beauty has and it has been great to work on a project that will become iconic. What is exciting is that we have expanded and invested to make it a wonderland with every inch being refurbished. I spent quite some time looking at the archives and understanding what the building and interiors looked like pre 1960’s to create a department that was considerate of the history of the building. I am quite passionate about the store and its heritage, so I hope this innovative department is one that customers continue to enjoy for many years to come.

What is your morning beauty routine?

Double Cleansing is very important for my morning routine – Fresh Soy Cleanser followed by the 111SKIN Exfolatic Cleanser is one of my favourite combinations. I follow this up with two face serums, an eye serum, eye cream and moisturiser. Although there are some products I enjoy using, I do like to mix, change and try new products all the time.

 

Your signature make-up look?

A glowing and illuminating look. The Cle de Peau make-up line is one of my favourites to use for this look. The Radiance Veil Primer evens out complexion which I follow up with the Radiant Cream Foundation.

What skincare products can you not live without currently?

The 111SKIN Celestial Black Diamond Eye Mask as it helps my eyes, but I also use it as a lip mask if my lips are dry and it is my ultimate for skin recovery. I adore the Sarah Chapman Overnight Facial, it nourishes my skin and makes it glow as well as the Cle De Peau Radiant Cream, if you open my cabinet this is the first product you will find.

Do you have any wellness habits or fitness routines that you are obsessed with?

I have so many! My top three favourites though are an intravenous vitamin infusion in the Harrods Wellness Clinican absolute must for jetlag. I would also squeeze in an early class first thing on my at-home Peloton bike and my 111SKIN Master-Masking Planner, I’m obsessed with it and never leave for a trip without it.

How do you wind down at night?

Early in the evening I like nothing more than glass of great red wine and a Netflix series! Just before bed though, it a luxurious warm bath and a cup of camomile tea.

 

Your on the go/travel essentials?

I travel a lot for my job so having travel sizes of any of my favourite products is important. Fresh have the most amazing mini masks. I also love sheet masks from 111SKIN which are a must on a long-haul flight.

What are you most looking forward to in 2020?

I am most looking forward to launching H beauty, our new stand-alone beauty store concept. The first 23,000sq store will open in April and will house a curation of innovative and luxury beauty brands like Chanel and Huda Beauty with some new brands. It will have everything we love about Harrods, authoritative and credible. I am so excited about the level of service we are going to be delivering within the new stores – there will be dynamic beauty services including a flash facial concept and a blow dry bar, but also a coffee-to-cocktail bar. I want to make it very locally relevant and I cannot wait to show everyone this new concept.

 

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