Macys Launch of the Impulse Beauty Concept

Posted by on September 9th, 2010 at 12:55pm

Macy’s nowadays announced the rollout of Impulse Beauty, a new concept featuring an open-sell space of niche beauty grades 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 makes independently with assistance available from specialized beauty advisers.

Impulse Beauty showcases boutique beauty varietys 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 plus 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 tailor-made 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, perfume and Shoes for Macy’s, Inc. “The new collection of fresh, contemporary niche varietys, which are not traditionally associated with station stores, along with our established beauty counters, supply 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 types 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 increasingly date exploring and analyzing 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 huge product knowledge across many makes enables Impulse Beauty advisers to counsel shoppers based on each person’s needs, creating a different, 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 – harmony 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 universal 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 -  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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Original post by Sandy

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