Macy's is revamping its beauty departments to attract and retain customers in a highly competitive market. This focus on beauty is central to the company’s larger effort to revitalize the Macy's brand.
The initiative incorporates interactive technology, such as virtual reality headsets for fragrance sampling. Macy's plans to redesign beauty sections in 40 more stores to offer an elevated and engaging experience.
Department stores face increasing pressure from specialty retailers, including Sephora and Ulta, alongside e-commerce giants. CEO Tony Spring stated the goal is to make the store feel more "intimate and friendly and convenient." The company aims to recapture market share and appeal specifically to higher-spending customers.