Debenhams is relaunching its Beauty Club Card with a new celebrity face and an improved reward scheme.

Britain’s Got Talent host Alesha Dixon will front the year-long Let’s Talk Beauty campaign, which will see the Beauty Club Card scheme relaunched across 175 UK and ROI stores nationwide and online.

In her new role, Dixon will front a fully integrated marketing campaign, including print and digital advertising, e-mail and in-store collateral including window campaigns, as well as presenting videos on Debenhams Beauty Club social media channels, including Facebook and Instagram.

Representing the voice of the customer, Dixon will quiz Debenhams beauty experts on all things beauty, from skin care to the latest party make-up looks and finding the perfect fragrance.

The relaunch activity includes new initiatives such as monthly sampling and extended loyalty points and reward validity periods.