Macy`s launches “Impulse Beauty”, a self-service shop-in-shop where customers can buy a broad range of beauty brands, with input from specialist advisers to hand.

Impulse Beauty, Macy's

By October, Macy’s will have set up Impulse Beauty in 54 of its stores with a further 50 openings planned for 2011 (800 stores operated in total across U.S.). Each has a footprint of some 1,000 sq. ft. and will complement Macy’s traditional mono-brand beauty counters.

Impulse Beauty features established brands (Bare Escentuals, Benefit, Dior, Stila, Urban Decay) and emerging ones appearing in Macy's stores for the very first time; a "new collection of fresh contemporary niche brands, which are not traditionally associated with department stores”, said Muriel Gonzalez, executive vice president and general manager for Cosmetics, Fragrance and Shoes for Macy`s, Inc. The offer is adapted to each store’s local market in line with its localization approach.



By Rosie Hart