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Bloomingdale's Flagship Ups Ante on Beauty Retail

Posted: October 5, 2009

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New brands to Bloomingdale's 59th Street include Giorgio Armani; Bare Escentuals; Bumble and Bumble; Jo Malone; Sisley; and Shu Uemura. According to the retailer, these new vendors add depth and breadth to the floor—in product array, services and even design. Bumble and Bumble has created its first outpost in a department store with the Bb.StylingBar and shop—a "no wash, no appointment" dry styling counter. A Tokyo Lash Bar at Shu Uemura's oval-shaped shop adds a new customization option for Bloomingdale's guests.

These new brands join existing resources, including: Benefit; Bobbi Brown; Borghese; Chanel; Clarins; Clinique; Dior; Estée Lauder; Kiehl's; La Mer; La Prairie; Lancôme; Laura Mercier; M.A.C.; Prescriptives; Shiseido; SK-II; Space NK; Trish McEvoy; and Yves Saint Laurent.

A full promotional campaign accompanies the new beauty floor, including more than 500 special events on the main floor throughout the course of two months, beginning Oct. 15, 2009. Also beginning that day, a multi-channel advertising and marketing campaign will support the effort.