The opening of Harvey Nichols' new cosmetics department, Beyond Beauty, this month, claims to herald a transformation in the way we buy beauty products. Space NK broke the mould when it opened in 1994 selling an eclectic mix of niche brands and the best of more familiar international ranges in modern surroundings. But essentially what the store offered was a supermarket retail ethos, albeit a very expensive and prestigious one. It worked, and seven years on, Nicky Kinnaird's empire has expanded to 18 stores, with more planned.

Harvey Nichols took note and briefed design agency Four IV to create the ambience of a boutique with the choice and convenience associated with a department store. The effect intends to be clean but not sterile. The "free-access" space has no counters or obvious branding, but plasma screens offer instant answers and cures for those put off by over-made- up shop assistants. Those assistants will, however, be on hand if you're brave enough to discuss your beauty dilemma with an orange-faced, tarantula- lashed shop girl.

"Beyond Beauty reaches out to real people who have real-life problems to solve - think vodka and vitamins, Bollinger and Botox, champagne and colonics," claims Daniela Rinaldi, the store's perfumery and cosmetics controller, in a baffling display of ignorance of what real people's real- life problems actually are. Take the store's Sage candles blended with essential oils to match birthstones. They aim to soothe, but at £55 come at a most unrelaxing price. Less costly is Hei Poa's Polynesian manufactured body and bath range, made from oils extracted from Tahitian flowers; its shampoo costs £6.50 but is so esoteric that the instructions on the bottle come only in French.

Celebrities are, of course, boasted of: Art Luna - the haircare range of LA colourist Luna - has Cameron Diaz and Claire Danes as its clients.

With products like these, Harvey Nichols is clearly hoping to cash in on the Space NK phenomenon. A valuable new service or a marketing gimmick? Decide for yourself.

That's jammy: Harvey Nichols' new beauty department will stock never-heard-of-before brands such as Star & Rose Jam Gel, £7, but do we want them?