THE WHAT? Prai Beauty has opened a Neck Bar at Marks & Spencer’s Leeds White Rose store, according to a report published by WWD. The specialist skin care brand will offer complimentary services to shoppers such as consultations and ‘neckcials’.

THE DETAILS The Neck Bar is expected to be rolled out across further M&S stores, with Prai having honed the concept across a series of pop-ups. The brand also plans to open a permanent neck bar on cruise ship, Sun Princess early next year as well as launch on QVC.

THE WHY? As Prai expands its distribution network and boosts sales, its Neck Bar is designed to demonstrate the benefits of its specialist Throat & Decolletage Cream to shoppers less familiar with the brand and the need to care for ‘skin below the chin’.