Macy’s acts on its beauty impulse
In an interesting twist, and undoubtedly a clear reflection of the blurring lines within beauty, Macy’s has implemented an open-sell concept of niche beauty brands inside select store locations.
By October 2010, Impulse Beauty had made its way into more than 50 Macy’s stores across the country. An additional 50 Macy’s stores are expected to debut the concept in 2011. Impulse Beauty complements the department store’s traditional beauty counters, and enables customers to shop beauty brands on their own and seek help from beauty advisers if needed.
The 1,000-sq.-ft. space showcases such boutique beauty brands as Bare Escentuals, Philosophy, Stila and Smashbox, many of which previously had not been offered in Macy’s stores. Impulse Beauty also features skin care and hair care products.
L’Oréal boutique touts beautiful convenience
Shoppers of Bed Bath & Beyond’s Upper East Side location in New York can experience the ultimate beauty destination thanks to the recent opening there of L’Oréal Paris’ first-ever “boutique.”
The boutique carves out an oasis for beauty within the massive store — a somewhat logical extension from the “bath” in Bed Bath & Beyond — and features L’Oréal Paris skin care, hair care, cosmetics and hair color products. Brand ambassadors (i.e., Bed Bath & Beyond associates who were trained by L’Oréal) are in the boutique daily to offer shoppers expert advice and tips on which products are best suited for their skin and hair care needs.
The Bed Bath & Beyond Upper East Side store, located at 61st Street and First Avenue, is an ideal fit for the L’Oréal Paris flagship boutique, creating somewhat of a bridge between tony Upper East Side shoppers and the department stores in Midtown.
The new ‘Look’ of Duane Reade
Duane Reade, which now is owned by Walgreens, is redefining the chain drug beauty shopping experience for New Yorkers as it continues to roll out its Look Boutique as part of its transformation.
The upscale staffed beauty department services all aspects of beauty, including brows with a Ramy-branded brow bar that offers in-store brow-shaping services. Available beauty brands include Becca, POP Beauty, Purminerals, ’Tini Beauty Lounge and Vera Moore.
The Look Boutique also offers shoppers an inviting fragrance area that undoubtedly is a departure from the typical drug store fragrance department. The fragrance counter has a handful of the most popular fragrances tethered to an upscale-looking counter so beauty mavens can sample fragrances easily.