Macy's has announced the rollout by October of Impulse Beauty, a new concept featuring an open-sell space of niche beauty brands to complement the traditional beauty counters in 54 Macy's stores across the country. An additional 50 Macy's stores will debut the Impulse Beauty concept in 2011. Impulse Beauty offers Macy's customers the opportunity to shop featured beauty brands independently with assistance available from specialized beauty advisers.
Impulse Beauty showcases boutique beauty brands including 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. In line with the My Macy's localization approach, each location has tailored product offerings to the needs of the local customer.
"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."
In addition to benefiting from the expertise and personal service of Macy's traditional beauty counters, shoppers can now browse the boutique brands at Impulse Beauty on their own and seek assistance and guidance as needed. Customers will be able to stop in quickly to replenish their favorite items, or spend more time exploring and testing new products at their leisure.
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Macy's announces Impulse Beauty store concept
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