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Go Backstage at Westfield for your new

There’s nowhere more exciting in the beauty world than backstage at a fashion show - and now, anyone can get a straight-from-the-catwalk makeover, thanks to new < id cosmetics. In tandem with leading hair salons Burlingtons, new < id cosmetics are launching the UK’s first makeover bars, featuring expert make-up application and hairstyling (in partnership with Redken). For the first time, women can head for a one-stop destination - and shimmy out with fabulous hair and expertly-applied make-up.

At new < id backstage, you simply choose from a menu of six key make-up looks and six of-the-moment hair styles, for inspiration or imitation - and each service costs just £20 (a very accessible total of £40 if you go for both blow-dry and make-up application). Do you long for the glamour of ‘Sex and the City’? A sun-kissed, eat-your-heart-out-Elle-MacPherson beach babe look? Maybe you’ve got a hot date, or a night on the red carpet (or simply want to inject some excitement into your everyday make-up look…?) Just place yourself in the hands of new < id backstage’s team of experienced hair and make-up pros, and await your transformation. The new < id backstage team can advise on the key make-up looks and styles that will work best for you, as an individual, and deliver a flawlessly-finished, polished new look that works for you and your life.

new < id backstage made its debut at the glossy new Debenhams store in Liverpool. Having proved a sell-out success in the glamorous heart of WAG territory (a huge hit with the wives and girlfriends, as well as the cast of Hollyoaks), new < id backstage Blow-Dry and Make-up Bar is now launching at the new Westfield (a.k.a. White City) Debenhams - following in the high-heeled footsteps of the 2008 Capital of Culture…

This breakthrough concept is the brainchild of new < id backstage founder Kelly Colman, and her husband Clive Colman (who opened his first Burlingtons salon 25 years ago). new < id makeovers are already available at 9 different locations, attracting hundreds of women each week in search of wearable, achievable makeovers. But the new < id backstage concept is the first time that hairstyling and makeup application has been available at retail as part of a complete makeover transformation.

As Kelly Colman, Director and founder of new < id, says: ‘These days, it’s all about a total look. So we’ll be bringing the looks that women see on the pages of magazines and on websites like alive for them, offering the excitement of a backstage hair and make-up experience - but at a price real women can afford.’

From wannabe-natural beauty to a high-voltage glamour look, your new < id is just waiting for you…

For Further Information, samples or to arrange an appointment, please contact:

Linda Land, Fiona Durkin or Gurpreet Durhailay
phone: 020 7415 7081
email: or
fax: 020 7415 7146