Hundreds of shoppers queue through the night outside new Boots store in Battersea Power Station after it announced first 200 customers would receive £300 beauty giftbags

Hundreds of shoppers queued throughout the night outside Boots’ first ever standalone beauty store after it announced the first 200 customers would receive goody bags worth £300. 

Gifts handed out at the new Boots Beauty Only store at Battersea Power Station in south-west London included luxury products from the likes of Huda Beauty, Kyle Cosmetics, The Ordinary, No7 and Byoma. 

Unsurprisingly, the bags were snapped up quickly when the branch opened at 10.30am, with pictures showing large crowds being managed by security guards. 

A spokesman for Boots said: ‘Due to how popular today has been, we have decided not to go ahead with the offer on Saturday and Sunday.’ 

Large crowds gathered outside Boots’ new beauty store at Battersea Power Station this morning to try and get their hands on £300 goody bags 

Boots says the beauty studio will ‘create a new destination for beauty lovers to try out new products, looks and trends with more than 250 cosmetics, skincare and haircare brands available’.

There are skin-specialist pharmacists and qualified dermatologists on site to offer expert advice, as well as a team of beauty specialists offering ‘free consultations with personalised, brand-neutral beauty and skincare advice’ and brand specialist advisors.

The retailer currently stocks more than 500 brands, including cult favourites Sol De Janeiro and Drunk Elephant, and has launched almost 4,000 new beauty lines since January.

Unsurprisingly, the bags were snapped up quickly when the branch opened at 10.30am, with pictures showing large crowds being managed by security guards

A spokesman for Boots said: ‘Due to how popular today has been, we have decided not to go ahead with the offer on Saturday and Sunday’

Jenna Ward, Head of Beauty Reinvention at Boots, said of the opening: ‘The new Boots Beauty store at Battersea Power Station provides a platform for us to test the latest brands and new service innovations before we introduce them to customers shopping in our stores across the country. 

‘By combining Boots’ 175 years of pharmacy heritage with our market-leading beauty offering, we can offer accessible and holistic skin care expertise on the high street in a way that’s never been done before. 

‘The opening of this new store marks a major milestone in Boots transformation of beauty on the high street.’

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