Macy’s Herald Square Beauty and Fragrance Department Undergoes Its Biggest and Boldest Makeover Yet

Beauty starts from the inside with new cosmetics, skincare and fragrance brands, fully re-designed counters, all-new shop-in-shop installations, and salon services

NEW YORK--(BUSINESS WIRE)-- A state-of-the-art and sophisticated shopping experience awaits shoppers as Macy’s Herald Square unveils a striking new look for its signature world of beauty and fragrances today. The long-awaited reveal has been months in the making, culminating with the most dramatic makeover of a beauty department in modern retail history. Re-fashioned within a brand-new 24,000 square-foot space and re-imagined within the grand architectural setting of the majestic Main Floor, the new Cosmetics and Fragrances department at Macy’s Herald Square will be the pre-eminent retail showcase for beauty brands and salon services. New luxury and prestige brands in color, treatment and skincare collections, as well as brand new counters, shops and bars for brows, blow-outs and nails will elevate the customer experience and exceed their expectations. Beauty will truly be in the eye of the beholder as Macy’s Herald Square restyles the world’s ultimate beauty destination.

“Beauty is always one of the most dynamic businesses and departments at Macy’s Herald Square,” said Muriel Gonzalez, executive vice president/general merchandise manager for cosmetics, fragrances and shoes. “With the renovation of our flagship store, we were able to completely re-imagine the space devoted to all things beauty, allowing us to bring in luxury brands such as Dolce & Gabbana, Hermes, La Mer, Laura Mercier, Jo Malone London and Tom Ford, and for the first time, layer in salon services for nails, brows and hair all in one location. Macy’s Herald Square undeniably has the most powerful presentation for beauty in New York City.”

She added, “In addition to the new color, skincare and fragrance collections being introduced, all of our existing vendors embraced the spectacular changes at Macy’s Herald Square with their own state-of-the-art installations that are unique, interactive and the most exciting cosmetics counters in the city.”

Beauty indeed does start from within. Located in the heart of the store and at the crossroads of the Main Aisle and the newly opened Memorial Door Entrance off of 34th Street, the new Cosmetics and Fragrances department at Macy’s Herald Square is the crowning moment of the extensive Main Floor renovation begun last year. Redesigned with new architectural accents and structural elements, two sets of sweeping marble staircases along both the 34th and 35th Street sides of the store frame the stunning new department and create a spectacular arena for shopping. For the first time, show windows along 34th Street have been opened to provide vistas from the street into the store. Passersby can now experience the energy and excitement of the city’s most popular beauty destination as they travel along the bustling thoroughfare.

Once inside, shoppers enter a world of breathtaking beauty accented by modern design aesthetics and a sleek, modern sensibility. A brand-new Kiehl’s shop complete with its signature motorcycle display is offset by Macy’s award-winning Impulse Beauty concept. Steps away from 34th Street, an outpost for Blow, the New York Blow Dry Bar Express and everyone’s favorite trend-setting brands including Bare Escentuals, Benefit, butter LONDON, essie, Inglot, Lipstick Queen, Smashbox, Tarte, Too-Faced, and Urban Decay await the shopper inside. Providing express services and views from 34th Street, Blow’s new outpost will be first stop for fast blow-outs, up-dos and quick re-styles and then it is off to Benefit’s Brow Bar for a quick re-shape.

Nestled underneath the new Mezzanine Level, Bobbi Brown’s fabulous new counter is within reach from 34th Street with multiple seats for makeovers. Custom counters featuring video screens, new fixtures, visual elements, expanded assortments and state-of-the-art technology from Chanel, Clarins, Clinique, Dior, Elizabeth Arden, Estee Lauder, Fashion Fair, Lancôme, M.A.C, Origins, Shiseido, and YSL are the premier destinations for these prestige brands. Dior’s new nail bar offers quick coats of color for tips. Counters will offer enhanced services through interactive technology and language translation.

New luxury brands in color include: Dolce & Gabbana Make-up, Laura Mercier and Michael Kors that join a star line-up of new skincare brands including Kiehl’s Since 1851, La Mer and SK-II.

The Fragrance Bar

Women’s Fragrances complete the makeover with a move to its new location on the 35th Street side of the Broadway building. Framed by a 7-foot by 10-foot LED screen featuring the latest launches from the world of fragrances, the Fragrance Bar welcomes shoppers with an expanded assortment of fine fragrances from around the world. New luxe fragrance houses debuting this season include: Hermes, Jo Malone London and Tom Ford. Prestige brands including Bulgari, Burberry, Calvin Klein, Coach, Chanel, Donna Karan, Gucci, Jimmy Choo, Juicy Couture, Marc Jacobs, Michael Kors, Narciso Rodriguez, Prada, Ralph Lauren, Versace, Viktor & Rolf, among others create a luxurious setting for the most sought-after brands.

Men’s Skincare and Fragrances

The increased attention to grooming and polishing of their personal style by New York City’s most fashionable men inspired a re-do of the scents and services available at Macy’s Herald Square. Re-set in a refined setting on the corner of Seventh Avenue and 35th Street, Men’s Fragrances and Skincare occupies more than 4,000 square-feet of space in a newly-designed outpost devoted to men’s prestige and designer brands. New services including an Art of Shaving shop will join Lab Series, Clinique and Shiseido for skincare options such as men’s facials. New fragrance brands include Hermes, Spicebomb by Viktor & Rolf and Tom Ford. Also, for the first time, store windows along Seventh Avenue will allow views from the sidewalk onto the spacious selling floor.

Celebratory Special Events

Macy’s Herald Square kicks-off a month-long celebration of its fabulous new floor with fun freebies, facials, glam events, sampling, and exclusive gift sets and gifts with purchase. National celebrity make-up artists from prestige brands including Benefit, Chanel, Clarins, Dior, Estee Lauder, Laura Mercier, M.A.C, Shiseido, and YSL will provide style tips and personalized consults for customers.

A custom marketing campaign, “Mirror, Mirror” will cast the spotlight on the exciting changes and best beauty brands all waiting in store. Macy’s beauty blitz will be seen in national magazines, station dominations throughout New York City and a dedicated, in-home beauty magalog. Macy’s very own beauty blogger Tonya Mann captures the behind-the-scenes in the world of beauty at Macy’s Herald Square with one-on-one interviews with celebrity make-up artists on

About Macy’s

Macy's (NYSE:M), 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 Herald Square is New York City’s most iconic department store, welcoming more than 20 million visitors from around the world each year. The world-famous flagship is a retail institution known for its fashion and epic events -- most notably the Annual Macy’s Flower Show®; Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®. Built in 1902, the “World’s Largest Store” currently houses more than 1 million square-feet of retail space. In 2011, Macy’s Inc. announced that the store will increase its selling space to 1.2 million square-feet following an extensive four-year, 400 million dollar renovation. The renovation will transform the store into one of the most technologically advanced, fashion-forward and exciting destinations in the world with new designer departments, epicurean experiences and multi-level luxury shops.

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Source: Macy's