Macys Launch of the Impulse Beauty Concept
Macy’s today announced the rollout of Impulse Beauty, a new concept featuring an open-sell space of niche beauty brands to complement the traditional beauty counters in 54 Macy’s stores across the country by October 2010. An additional 50 Macy’s stores will debut the Impulse Beauty concept in 2011. Impulse Beauty offers Macy’s customers the opportunity to shop featured beauty brands independently with assistance available from specialized 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 previously been offered in Macy’s stores. The roughly 1,000 sq. foot space will also feature skincare lines such as Bliss, Clarisonic, 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 beauty destination geared towards a trend-wise customer,” said Muriel Gonzalez, executive vice president and general manager for Cosmetics, Fragrance and Shoes for Macy’s, Inc. “The new collection of fresh, contemporary niche brands, which are not traditionally associated with department stores, along with our established beauty counters, provide Macy’s customers with a wide assortment of product to choose from for all of their beauty needs.”
In addition to benefiting from the expertise and personal service of Macy’s traditional beauty counters, shoppers can now browse the boutique brands at Impulse Beauty on their own and seek assistance and guidance as needed. Customers will be able to stop in quickly to replenish their favorite items, or spend more time exploring and testing new products at their leisure.
The sales team on the Impulse Beauty floor is trained on each of the lines available at the store. Their vast product knowledge across many brands enables Impulse Beauty advisers to counsel shoppers based on each person’s needs, creating a unique, individualized shopping experience for each customer.
Impulse Beauty is currently available at the following Macy’s stores:
Brea Mall - Brea CA
Plaza Camino Real - Carlsbad CA
Sunvalley Shopping Center - Concord CA
Glendale Galleria - Glendale CA
Southland Mall - Hayward CA
Vintage Faire Mall - Modesto CA
The Shops at Montebello - Montebello CA
Fashion Island - Newport Beach CA
Northridge Mall - Northridge CA
Stoneridge Shopping Center - Pleasanton CA
Victoria Gardens - Rancho Cucamonga CA
Westfield Galleria at Roseville - Roseville CA
Arden Fair - Sacramento CA
Westfield Downtown Plaza - Sacramento CA
Macy’s in Union Square - San Francisco CA
Promenade Temecula - Temecula CA
Westfield West Covina Shopping Center - West Covina CA
Christiana Mall - Newark DE
Aventura Mall - Aventura FL
Miami International Mall - Miami FL
The Mall at Millenia - Orlando FL
Pembroke Lakes Mall - Pembroke Pines FL
Lenox Square Mall - Atlanta GA
Town Center at Cobb - Kennesaw GA
Oakbrook Center -Â Chicago IL
Westfield Old Orchard Shopping Mall - Skokie IL
Fayette Mall - Lexington KY
Oxmoor Center - Louisville KY
Burlington Mall - Burlington MA
North Shore Mall - Peabody MA
Westfield Montgomery Shopping Mall - Bethesda MD
Twelve Oaks Mall - Novi MI
The Somerset Collection - Troy MI
Summit Fair - Lee’s Summit MO
Cherry Hill Mall - Cherry Hill NJ
Newport Centre Mall - Jersey City NJ
Fashion Show Mall - Las Vegas NV
Roosevelt Field - Garden City NY
Queens Center Mall - Queens NY
Staten Island Mall - Staten Island NY
Kenwood Towne Centre - Cincinnati OH
Easton Town Center - Columbus OH
Ross Park Mall - Pittsburgh PA
Northpark Center - Dallas TX
Deerbrook Mall - Houston TX
Memorial City Mall - Houston TX
The Woodlands Mall - Houston TX
Willowbrook Mall - Houston TX
Alderwood Mall - Lynnwood WA
Westfield Southcenter Shopping Mall - Seattle WA
Impulse Beauty will be available in the following Macy’s stores by October 2010:
South Coast Plaza - Costa Mesa CA
Dadeland Mall - Miami FL
Herald Square - New York NY
Galleria Dallas - Dallas TX
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