Debenhams has partnered with PrePay Solutions to launch the Debenhams Beauty Club iPhone app, which features a Virtual Beauty Club Card, which Debenhams says is the first of its kind within the beauty industry, and a first for a UK high street retailer.

Free to download, the Debenhams Beauty Club app, created by No Need 4 Mirrors,  allows customers to buy products and access exclusive offers, news, expert tips and advice. Users can register a Virtual Beauty Club Card, and then use the app as a virtual card to collect and redeem points, and check their balance and transactional history.

“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,” says Simon Forster, online trading director at Debenhams. “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.”