US-based departmental store, Macy’s Inc. 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, Laura Geller, Sue Devitt, as well as personal care 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