Creative Magazine October/November 2010 : Page 6
PROMOTION AUDIT Macy’s Launches Impulse Beauty Concept In Select Stores Macy’s is rolling out the Impulse Beauty concept shop, featuring an open-sell space of niche beauty brands to com-plement the traditional beauty counters in 54 Macys stores across the country. An addi-tional 50 Macy’s stores will debut the Impulse Beauty con-cept in 2011. The in-store open-concept Beauty Shop allows customers to browse and test niche brands in an open-sell format with assis-tance available from special-ized 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 previ-ously been offered in Macy’s stores. The roughly 1,000 sq. ft. space will also feature skin-care lines such as Bliss, Clar-isonic, 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 beau-6 ty destination geared towards a trend-wise customer,” said Muriel Gonzalez, Exec. VP & General Manager for Cosmet-ics, Fragrance and Shoes for Macy’s. “The new collection of fresh, contemporary niche brands, which are not tradi-tionally associated with department stores, along with our established beauty coun-ters, provide Macy’s customers with a wide assortment of product to choose from.” In addition to benefiting from the expertise and person-al service of Macy’s traditional beauty counters, shoppers can now browse the boutique brands at Impulse Beauty on their own and seek assistance and expert guidance as needed creating a unique, individual-ized shopping experience. Creative
