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Macy's has completed their beauty floor expansion, completely (pardon the pun) making over the department. "We asked all our brands to really think about what was their best world-class counter and to bring that to us and to evolve it," a store exec told WWD. In addition to aesthetic changes, the store increased selling space for the category by 17 percent—a whopping 4,500 square feet of additional cosmetics, skincare, and fragrance.
All that extra space means new brands for the Herald Square flagship. Among them are Hermès, La Mer, Jo Malone, Tom Ford, Dolce & Gabbana cosmetics, Kiehl's, and Laura Mercier. Guys have gotten a 4,000 square foot skin care area at the store with brands like Lab Series, The Art of Shaving, and Task. All of the grand additions deserve a grand entrance, so the store has reopened its Memorial Door Entrance on 34th Street, which dates back to 1902 and has been closed for more than a decade.
Recent months have seen a number of department store flagships overhaul their beauty areas (last year it was the shoe departments that overwhelmingly saw upgrades). Barneys added 1,000 square feet to their department, eliminating logos and adding a blowout salon. Saks Fifth Avenue has been updating their beauty floor for three years, most recently adding a fragrance bar with an impressive roster of prestige and niche brands.
· Macy's Completes Beauty Floor Renovation [WWD]
· Blow Now Open Inside Macy's Herald Square [Racked NY]
· Macy's Herald Square Makes Over Their Beauty Department [Racked NY]