Debenhams has launched the eponymous Debenhams Beauty Club iPhone app featuring a unique Virtual Beauty Club Card – a function the retailer is claiming to be the first of its kind in the beauty industry and a first for any high street retailer.

The free to download app allows customers to buy products and access exclusive offers, news, expert tips and advice.

Partnering with PrePay Solutions and using their card expertise, users can register a Virtual Beauty Club Card. Once registered customers can then use the app as a virtual card to collect and redeem points in addition to other features including balance checking and monitoring transaction history.

Simon Forster, online trading director at Debenhams, said: “The Debenhams Beauty Club iPhone App is the ultimate app for beauty fanatics, allowing customers to buy the latest beauty products 24 hours a day! Added features give a real insight into the latest trends with the latest beauty videos, reviews, personalised skincare consultations and a unique virtual nail polish applicator.

“In just a few weeks since launching, we have already had thousands of customers download the app from iTunes and many new customers are using their virtual card.”

Gilles Coccoli, managing director at PrePay Solutions, added: “This new product is an example of how Debenhams and PrePay Solutions lead in innovation in this sector. The impressive demand that has already been seen for the Debenhams Beauty Club iPhone App shows that there is a clear need for this type of product. We plan to continue to set the pace with further advances in this area.”

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit