09.10.10
Macy's is rolling out Impulse Beauty, its new open-sell space for niche beauty brands designed to complement its traditional beauty counters.
Impulse Beauty spaces will be installed in 54 Macy's stores by October and the retailer plans to add another 50 doors by 2011.
Brands will incude 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 1,000 sq. 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.
The space has been designed so shoppers can browse on their own, but there will be specialized beauty advisers trained on each of the lines.
"Impulse Beauty is a beauty destination geared towards a trend-wise customer," said Muriel Gonzalez, executive vice president 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."
Impulse Beauty spaces will be installed in 54 Macy's stores by October and the retailer plans to add another 50 doors by 2011.
Brands will incude 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 1,000 sq. 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.
The space has been designed so shoppers can browse on their own, but there will be specialized beauty advisers trained on each of the lines.
"Impulse Beauty is a beauty destination geared towards a trend-wise customer," said Muriel Gonzalez, executive vice president 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."