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.