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Macy's Herald Square Refashions Beauty, Fragrance Department
Posted: November 19, 2013
A state-of-the-art and sophisticated shopping experience awaits shoppers as Macy’s Herald Square location in New York unveils a striking new look for its signature world of beauty and fragrances. The long-awaited reveal has been months in the making, culminating with a dramatic makeover of the store’s beauty department. Re-fashioned within a brand-new, 24,000-square-foot space and reimagined within the grand architectural setting of the majestic main floor, the new cosmetics and fragrances department at Macy’s Herald Square is set to be the preeminent retail showcase for beauty brands and salon services. New luxury and prestige brands in color, treatment and skin care collections, as well as brand new counters, shops and bars for brows, blowouts and nails will help elevate the customer experience and exceed expectations. Beauty will truly be in the eye of the beholder as Macy’s Herald Square restyles the world’s ultimate beauty destination.
“Beauty is always one of the most dynamic businesses and departments at Macy’s Herald Square,” said Muriel Gonzalez, executive vice president/general merchandise manager for cosmetics, fragrances and shoes. “With the renovation of our flagship store, we were able to completely reimagine the space devoted to all things beauty, allowing us to bring in luxury brands such as Dolce & Gabbana, Hermes, La Mer, Laura Mercier, Jo Malone London and Tom Ford, and for the first time, layer in salon services for nails, brows and hair all in one location. Macy’s Herald Square undeniably has the most powerful presentation for beauty in New York City.”
She added, “In addition to the new color, skin care and fragrance collections being introduced, all of our existing vendors embraced the spectacular changes at Macy’s Herald Square with their own state-of-the-art installations that are unique, interactive and the most exciting cosmetics counters in the city.”
The new cosmetics and fragrances department at Macy’s Herald Square is the crowning moment of the extensive main floor renovation begun last year. Redesigned with new architectural accents and structural elements, for the first time, show windows along 34th Street have been opened to provide vistas from the street into the store. Passersby can now experience the energy and excitement of one of the city’s most popular beauty destinations as they travel along the bustling thoroughfare. Once inside, shoppers enter a world of breathtaking beauty accented by modern design aesthetics and a sleek, modern sensibility. A new Kiehl’s shop complete with its signature motorcycle display is offset by Macy’s award-winning Impulse Beauty concept. Steps away from 34th Street, an outpost for Blow, the New York Blow Dry Bar Express and trend-setting brands including Bare Escentuals, Benefit, Butter London, Essie, Inglot, Lipstick Queen, Smashbox, Tarte, Too Faced and Urban Decay await the shopper inside. Providing express services and views from 34th Street, Blow’s new outpost will be first stop for fast blowouts, up-dos and quick re-styles, and then it is off to Benefit’s Brow Bar for a quick reshape. Nestled underneath the new mezzanine level, Bobbi Brown’s fabulous new counter is within reach from 34th Street with multiple seats for makeovers. Custom counters featuring video screens, new fixtures, visual elements, expanded assortments and state-of-the-art technology from Chanel, Clarins, Clinique, Dior, Elizabeth Arden, Estee Lauder, Fashion Fair, Lancôme, MAC, Origins, Shiseido and YSL are the premier destinations for these prestige brands. Dior’s new nail bar offers quick coats of color for tips. Counters will offer enhanced services through interactive technology and language translation. And new luxury brands in color include Dolce & Gabbana, Laura Mercier and Michael Kors, joining a star line-up of new skin care brands including Kiehl’s, La Mer and SK-II.
Women’s fragrances complete the makeover with a move to its new location on the 35th Street side of the Broadway building. Framed by a 7-foot by 10-foot LED screen featuring launches from the world of fragrances, the Fragrance Bar welcomes shoppers with an expanded assortment of fine fragrances from around the world. New luxe fragrance houses debuting this season include Hermes, Jo Malone London and Tom Ford. Prestige brands including Bulgari, Burberry, Calvin Klein, Coach, Chanel, Donna Karan, Gucci, Jimmy Choo, Juicy Couture, Marc Jacobs, Michael Kors, Narciso Rodriguez, Prada, Ralph Lauren, Versace and Viktor & Rolf, among others, create a luxurious setting for the sought-after brands.
The increased attention to grooming and polishing of their personal style by New York’s fashionable men inspired a re-do of the scents and services available at Macy’s Herald Square. Re-set in a refined setting on the corner of Seventh Avenue and 35th Street, men’s fragrances and skin care occupies more than 4,000 square feet of space in a newly designed outpost devoted to men’s prestige and designer brands. New services like an Art of Shaving shop will join Lab Series, Clinique and Shiseido for skin care options such as men’s facials. New fragrance brands include Hermes, Spicebomb by Viktor & Rolf and Tom Ford. Also, for the first time, store windows along Seventh Avenue will allow views from the sidewalk onto the spacious selling floor.
Macy’s Herald Square kicks-off a month-long celebration of its fabulous new floor with fun freebies, facials, glam events, sampling, and exclusive gift sets and gifts with purchase. National celebrity makeup artists from prestige brands including Benefit, Chanel, Clarins, Dior, Estee Lauder, Laura Mercier, MAC, Shiseido, and YSL will provide style tips and personalized consults for customers.
A custom marketing campaign, “Mirror, Mirror,” will cast the spotlight on the exciting changes and beauty brands all waiting in store. Macy’s beauty blitz will be seen in national magazines, station dominations throughout New York and a dedicated, in-home beauty magalog. Macy’s own beauty blogger Tonya Mann captures the behind-the-scenes in the world of beauty at Macy’s Herald Square with one-on-one interviews with celebrity makeup artists on www.macys.com/beautyblog.