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Guests can experience fragrant Surrealist Gardens in a new partnership with the fragrance brand.
April 14, 2025
By: Lianna Albrizio
Associate Editor
Macy’s Flower Show will celebrate a half-century at Herald Square with a new partnership from YSL Beauty on April 27- May 18.
Leading up to Mother’s Day and celebrating 50 years, Macy’s Flower Show will expand to three full weeks, offering customers a holistic experience through a limited-edition Flower Show collection, immersive events and exclusive deals through the first Macy’s Bouquet of Deals.
“We believe in bringing events to life in our stores and this year’s 50th Macy’s Flower Show is a breathtaking example of that commitment,” said Sharon Otterman, Macy’s chief marketing officer. “We create spectacular experiences throughout the year and transform our iconic Herald Square flagship into an immersive destination that inspires and delights. This spring we will welcome more than one million customers to Macy’s Flower Show to experience wonder and joy that only we can deliver.”
This year, the beauty of nature meets the daring impact of art in YSL Beauty Art of Flowers.
The immersive experience brings guests through a landscape, complete with innovative metallic codes and encourages the customer to embrace their own transformation.
The landscape is comprised by the main olfactive notes in YSL Beauty’s new Libre L’Eau Nue, the brand’s first alcohol-free citrus floral scent deploying an oil-in-water fragrance proprietary technology.
A display reflecting the hero fragrance Libre greets guests next, with fresh lavender and golden orange blossoms adorning the space. Macy’s Flower Show then evolves into a vibrant and enticing fern and geranium adorned experience introducing YSL Beauty’s MYSLF.
Continuing on this olfactive experience, guests stroll a blue universe with Y, where aromatic fresh sage and blue geranium flowers entice guests. The journey ends in a pop-up boutique, where guests can engage with the touch of YSL Beauty’s new Loveshine Plumping Lip Oil Gloss. Guests will be gifted lily-filled bouquets, couture personalization exclusive to Macy’s Flower Show, onsite bottle engraving and watercolor art and limited-edition flower charms.
“YSL Beauty US is thrilled to be partnering with Macy’s for their 2025 Flower Show, a true retail statement from an iconic retailer,” said Juliette Ferret, YSL Beauty US general manager. “Flowers, in their daring and raw beauty, are at the heart of our products, but also our brand – and have served as a constant source of inspiration for M. Saint Laurent. They represent the vulnerability, beauty, and possibility in our world, which we try to always amplify. The YSL Beauty Art of Flowers experience epitomizes the spirit and vision of the brand and we’re honored to bring this to life.”
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