Macy's Announces the Launch of the Impulse Beauty Concept in Select Stores Nationwide

The In-Store Open-Concept Beauty Shop Allows Customers to Browse and Test Niche Brands in Open-Sell Format

NEW YORK--(BUSINESS WIRE)-- Macy's (NYSE:M) today announced the rollout of Impulse Beauty, a new concept featuring an open-sell space of niche beauty brands 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 brands independently with assistance available from specialized beauty advisers.

Impulse Beauty showcases boutique beauty brands 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 also 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 tailored 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, Fragrance and Shoes for Macy's, Inc. "The new collection of fresh, contemporary niche brands, which are not traditionally associated with department stores, along with our established beauty counters, provide 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 brands 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 more time exploring and testing 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 vast product knowledge across many brands enables Impulse Beauty advisers to counsel shoppers based on each person's needs, creating a unique, individualized shopping experience for each customer.

Impulse Beauty is currently available at the following Macy's stores:

Mall Name                              City              State

Brea Mall                              Brea              CA

Plaza Camino Real                      Carlsbad          CA

Sunvalley Shopping Center              Concord           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 International 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:

Mall Name          City        State

South Coast Plaza  Costa Mesa  CA

Dadeland Mall      Miami       FL

Herald Square      New York    NY

Galleria Dallas    Dallas      TX

About Macy's

Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks(R) and the Macy's Thanksgiving Day Parade(R), as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.

For Macy's media materials, images and contacts, please visit our online pressroom at

    Source: Macy's