Macy’s expands its Impulse Beauty Concept

Macy’s expands its Impulse Beauty Concept

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US-based departmental store, Macy’s will continue to modernize its approach to selling beauty by rolling out Impulse Beauty, an open-sell concept featuring niche brands. Adding to its ever increasing number, it unveiled another store in Herald Square in an area of 1,500-square-foot marking the department store’s 54th Impulse Beauty Concept. Another 40 are set to open next year, bringing its chainwide total to 94 store-in-store boutiques in 2011.

The boutique is a host to a number of niche brands such as MAC, Benefit Cosmetics, Bare Escentuals, Urban Decay, Smashbox, , Sue Devitt, as well as lines such as GoSmile, Clarisonic and T3 hair dryers and flat irons. Other features include Impulse on the Go, an assortment of travel-size items. It will also supplement the assortment with additional nail care and hair care lines.

Posted on: 8.12.2010
Source: www.wwd.com