Open-concept Impulse shops allow customers to browse and test
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Macy's Inc. (Cincinnati) is rolling out its Impulse Beauty concept that features an open-sell space of niche beauty brands to complement the traditional beauty counters. The format will be introduced in 54 Macy's stores across the country by October, with an additional 50 Macy's stores getting the concept next year.
The concept offers customers the chance to shop featured beauty brands independently with assistance available from specialized beauty advisers. Boutique beauty brands showcased include Bare Escentuals, Benefit, Cargo, Dior, Laura Geller, Philosophy, Smashbox, Stila, Studio Gear, Sue Devitt, Too Faced and Urban Decay, many of which have not previously been offered in Macy's stores.
The roughly 1000-square-foot space will also feature skincare lines such as Bliss, Clarisonic, Dr. Brandt, Peter Thomas Roth and hair care products including Lea
Journo and T-3, with product offerings tailored to the local markets.
"Impulse Beauty is a beauty destination geared towards a trend-wise customer," says Muriel Gonzalez, executive vp and general manager for cosmetics, fragrance and shoes for Macy's Inc. "The new collection of fresh, contemporary niche brands, which are not traditionally associated with department stores, along with our established beauty counters, provide Macy's customers with a wide assortment of product to choose from for all of their beauty needs."
Macy's has more than 800 department stores in 45 states, the District of Columbia, Puerto Rico and Guam.
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