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Debenhams ramps up focus on beauty

Debenhams is refocusing on its growing beauty sector for autumn 17 with an improved reward scheme, a new beauty club card and a partnership with singer and TV presenter Alesha Dixon.

Dixon will front the loyalty card campaign from 29 August – she will appear in advertising and video content on Debenhams social channels.

New to the reward scheme for shoppers is a monthly sampling opportunity with no purchase necessary, where members can pick up a bag of free samples by showing their club card in selected stores.

Rewards validity has also increased from 6 months to 13 months and the rewards cap has been extended from £15 to £50.

The points validity has also been prolonged from 12 months to 24 months.

Debenhams established its beauty reward scheme in 2008, and it has 1.2 million members.

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