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.
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.
CVS takes beauty full circle
Beauty360 has been described as “a natural evolution” of CVS/pharmacy’s commitment to beauty, and there’s no denying that it is much different than any beauty department you’ll find in a traditional CVS/pharmacy store. As of press time, there were 25 Beauty360 stores in operation, located primarily in California. The first location was unveiled November 2008 at a Capitol district CVS store in the center of Dupont Circle.
Beauty360 carries a wide range of prestige and niche beauty brands from the skin care, cosmetics, men’s grooming and fragrance categories. Plus, its staff of trained and licensed professionals offers a suite of brand-specific signature services, including express facials (even one for guys featuring Jack Black products), hand massages and makeup application. There also is a Brow Bar featuring Billion Dollar Brows and a POP Beauty Lash Bar.
Aside from its high-end beauty offerings, Beauty360 makes a major statement with its upscale décor and layout, which includes a separate entrance.