Last month, Bloomingdale’s unveiled a new 36,408-square-foot beauty department at its 59th Street flagship in New York. A newly renovated space so vast and indulgently high-end that just walking through it is an experience itself, and a luxurious escape.
Photo by: Benjamin Lozovsky
With more than 200 beauty brands to choose from, spa services, and high-tech offerings like Estée Lauder’s virtual mirrors, you could easily get lost there for an entire afternoon.
Estee Lauder Photo by: Genevieve L. Garruppo
The updated cosmetic experience, which was two years in the making and introduces an additional 75 beauty brands, including fragrance companies Creed and Hermetica.
“Hermetica is the only one exclusive to Bloomingdale’s — you can’t buy it anywhere else. The brand’s alcohol-free perfumes come in striking emerald-green bottles. Other upscale fragrance brands located on the main floor include Maison Francis Kurkdjian, Kilian, Atelier Cologne, and Creed (which has historically been a favorite fragrance house for royals).” Photo by: Genevieve L. Garruppo
Tom Ford Beauty will debut its new design concept in Bloomingdale’s, which pairs virtual try-on tools for its lipstick category.
Photo by: Benjamin Lozovsky
The La Mer counter features camera technology that shows video product information and application tips when a customer picks up a product displayed. “We challenged our brand partners to come with creative solutions and displays, to infuse more technology and innovation rooted in personalization and customized experiences,” said Stacie Borteck, Vice President and DMM for cosmetics.
The new department has been compared to a ‘playground’ and ‘retail theater’ as it features Instagram-friendly neon signs, trendy up-and-coming brands, seating areas, virtual try-on stations, digital color matching, etc.
Photo by: Genevieve L. Garruppo
To create a fervor around Bloomgindale’s new beauty experience, the retailer is also pulling on the experiential lever. This month alone, Bloomingdale’s will be hosting 20 events in its flexible and rotating event spaces at the flagship.
“Perfect for the millennial shopper, the Glowhaus beauty shop is located on both the main and second floors — all the products in the shop cost less than $100 and are housed in a fun, easy-to-shop space.” Photo by: Genevieve L. Garruppo
“New to the flagship, Wellchemist is Bloomingdale’s contribution to the natural beauty movement, offering 30 carefully curated products that are all sustainably made and free of sulfates, parabens, and phthalates.” Photo by: Genevieve L. Garruppo“Amongst the perks include Clarins Spa Services, where a 30-minute facial costs $30. You can also refresh eyebrows with a wax at the Lancôme brow bar; or get an in-store manicure at the OPI Nail Bar, coming this spring.” Photo by: Genevieve L. Garruppo“The popular perfumery is now at Bloomingdale’s, and visiting the rustic tiled counter feels like transporting directly to the south of France. Watch Le Labo’s stylists hand-blend and bottle a combination of your favorite scents.” Photo by: Genevieve L. Garruppo“The Bloomingdale’s Lancôme counter is the first of its kind in the U.S. to offer custom-mixed, personalized foundation.” Photo by: Genevieve L. Garruppo“The popular Korean skin care line Sulwhasoo is housed alongside AmorePacific in the first hybrid shop combining the two luxury brands.” Photo by: Genevieve L. Garruppo“Fragrances have been a growth driver for us,” Borteck says. “Our customers tell us they are looking for more luxury fragrances to expand her portfolio, so we added about 25% more space to the Fragrance Hall and 14 new brands like Creed.” Photo by: Benjamin LozovskyClarins Open Spa Photo by: Benjamin Lozovsky
