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"Herald Square is going to be America's beauty flagship," Jeff Gennette, chief merchandising officer for Macy's, told WWD of the flagship's major beauty counter overhaul. Beauty and fragrance is the most recent leg of the $400 million journey the retailer is taking to renovating the historic store—a process that began in 2012 and is expected to wrap up in 2015.
A revamped women's fragrance area running along 35th Street opened June 18th, while the men's department on the 34th Street side is due to open Saturday. The entire department will be completed November 1st, with a reworked floor plan that will add 4,500 square feet of shopping space. The new layout will balance important existing brands like Estée Lauder and MAC Cosmetics with brands that are new to the store, and an aggressive push towards a Sephora-like experience.
A significant point for the makeover was the ability to recruit higher-priced brands. Luxury lines that tourists look for were a void in the store's assortment—and those brands didn't want to sign on pre-makeover. The new atmosphere and square footage made it more attractive for beauty's top shelf to sign on.
Skincare will gain SKII, Kiehl's, and La Mer for the first time. Color lines to be added include Laura Mercier, Dolce & Gabbana and Michael Kors. In fragrance, the store will see Jo Malone and Tom Ford men's and women's Signature among others that are a first for the retailer.
With Impulse Beauty—the store's answer to Sephora—you'll find Tarte as well as a Blow Bar. A more central location was chosen for this specialty-style section, which also stocks brands like Urban Decay and Smashbox.
Men's will see a skin-care focus, with Art of Shaving and Estée Lauder Cos.' Lab Series anchoring the space.
· Macy's Herald Square Revamps Beauty Floor [WWD]
· Beauty and Menswear Are Next in Macy's $400M Makeover [Racked NY]