Bluemercury was founded in Washington, D.C. in 1999 and is widely recognized as the nation’s largest and fastest-growing luxury beauty products and retail spa chain. Bluemercury was created as a haven for beauty lovers—a place for them to receive honest, expert advice and to find the best beauty products in the world, right in their neighborhoods. Bluemercury joined Macy’s, Inc. (NYSE: M) through acquisition in March 2015. The high-growth, luxury company now boasts more than 185 specialty stores nationwide. For more information or to become a member of BLUEREWARDS visit www.bluemercury.com and follow @Bluemercury on social media.
21
Years in Business
160
Specialty Stores
Source:
As of Q4 2022
Strategy
Bluemercury’s mission continues to be the friendly neighborhood beauty store where you can get expert, honest beauty advice. The Bluemercury approach always starts with the customer and providing a better and more engaging shopping experience.
Locations Where Customers Live, Work and Play
Bluemercury stores are embedded in neighborhoods near where its clients live and work in both urban street locations and urban and suburban lifestyle centers. The Bluemercury stores within Macy’s offer a different shopping experience for the department store customer. Bluemercury plans to continue its growth in both neighborhood locations and within Macy’s, with a multi-year expansion plan strategy.
Trustworthy Cosmetic Advice from Experts
Bluemercury is a friendly neighborhood beauty destination where clients can receive a personalized, educational friendly shopping experience, along with an assortment of the world's most coveted luxury beauty brands.
Bluemercury’s in-store beauty experts are selected based on their passion for prestige beauty products and an ability to share beauty secrets, which helps each Bluemercury store to build and retain client relationships.
Curated Assortment
Bluemercury offers two proprietary brands sold exclusively at Bluemercury and Macy’s locations, M-61 Powerful Skincare and Lune+Aster Cosmetics.
Free from harmful parabens, sulfates, and phthalates, M-61 Skincare is a highly technical skincare line that combines dermatologist-preferred ingredients with powerful, high-performance naturals. Backed by Bluemercury’s experience in performing treatments and supported by more than 500 Bluemercury makeup artists and estheticians, the product line delivers maximum results with minimal time.
Created for the do-it-all woman, Lune+Aster is a high-performance vegan makeup line that features rich vitamin-infused and paraben-free formulas for foolproof application. The brand takes the guesswork out of makeup, delivering maximum impact looks with minimum effort to get customers out the door quickly while looking polished and powerful.
Bluemercury also curates products from luxury brands such as La Mer, Jo Malone London, Yves Saint Laurent and Kiehl’s.
Enhanced In-Store Experience for Shoppers
In addition to high-quality cosmetics, Bluemercury also operates spas in a majority of its stores and is home to the ultimate results-oriented treatments. Having performed millions of facials since its inception, Bluemercury spa treatments include world-renowned oxygen facials, glycolic peels, waxing and microdermabrasion.
Complimentary Sample Offering
Bluemercury understands the importance of the “try before you buy” customer mindset, which is why the company places a strong emphasis on offering complimentary samples. Using this approach, Bluemercury ensures clients feel confident about the products they are buying and that they are 100 percent satisfied before committing to a purchase.
Private Brands & Labels
Bluemercury offers luxury brands such as La Mer, Jo Malone London, Yves Saint Laurent and Keihl’s, as well as two proprietary brands exclusively sold at Bluemercury, M-61 Powerful Skincare and Lune+Aster Cosmetics.
Free from harmful parabens, sulfates, and phthalates, M-61 Skincare is a highly technical skincare line that combines dermatologist-preferred ingredients with powerful, high-performance naturals. Backed by Bluemercury’s experience in performing over 1 million treatments and supported by more than 300 Bluemercury makeup artists and estheticians, the product line delivers maximum results with minimal time.
Created for the do-it-all woman, Lune+Aster is a high-performance vegan makeup line that features rich vitamin-infused and paraben-free formulas for foolproof application. The brand takes the guesswork out of makeup, delivering maximum impact looks with minimum effort to get customers out the door quickly while looking polished and powerful.
Innovation in Beauty
In 2017, Bluemercury continued to push the boundaries of innovation in the beauty space by testing out WiFi-enabled Artificial Intelligence (AI) mirrors. The AI mirror allows any customer in the store to scan an item and they will instantly get all the information about the product, including customer reviews, videos, and more. Using the AI mirror, customers can also try on the product in-store and beam an image of themselves to their preferred social media network, enabling customers to get real-time feedback from family and friends in their make-up selections.