US-based premium departmental store, Macy’s, has come up with a unique concept of an ‘Impulse Beauty’ department within the store, to capture a wider customer base. Directed at the trend-savvy consumer, the 1,000-square feet division will feature a host of cosmetics, skincare and haircare lines. Brands like Bare Escentuals, Benefit, Cargo, Dior, Laura Geller, Philosophy, Smashbox, Stila, Bliss, Clarisonic, Dr. Brandt and T3 will be seen on the shelves of ‘Impulse Beauty’. The idea is to get a mix of fresh, contemporary and niche brands, which are not traditionally available in department stores. “Along with our established beauty counters, now Macy’s customers will have a wide assortment of products to choose from, for all of their beauty needs,” says Muriel Gonzalez, Executive Vice President and General Manager – cosmetics, fragrance and shoes, Macy’s. The ‘Impulse Beauty’ concept is supposed to be in line with stores like Sephora, Ulta and Beauty360, which cater to a mixed consumer base.
Posted on: 15.9.2010