In 2009, Bloomingdale’s unveiled the glittering new
beauty floor at its flagship 59th Street store in Manhattan to
rave reviews from hundreds of cosmetics executives.
The fully remodeled and upgraded 25,400 square-foot
department includes 21st century technology that allows video
messaging screens with product information, new counter design,
new sustainable lighting that saves energy, wider aisles, a
cosmetics studio with 30 makeup stations for master classes
with top makeup artists (which customers can reserve for
private parties), and a cosmetics line is serving espresso and
cappuccino to promote “service with purchase.”
New brands available in the department include Giorgio
Armani, Bare Escentuals, Bumble and bumble, Jo Malone, Sisley
and shu uemura. More than 500 special events were conducted
between Oct. 15 and Dec. 15, 2009, to delight
Bloomingdale’s guests, supported by a comprehensive
marketing campaign to introduce the new beauty floor.