Bloomingdale's unveils reimagined beauty floor

Bloomingdale's has put the finishing touches to its reimagined beauty floor at its 59th Street flagship in New York City. New features include a luxe fragrance hall, a vast array of beauty services and spa rooms, personalised beauty shopping service, a multitude of new brands and technology innovations. The reimagined cosmetics floor is the next phase of the flagship store’s complete transformation, following renovations that created a home store, destination shoe emporium, ready-to-wear experience and now a playground for beauty and fragrances.

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'The reimagined Bloomingdale’s cosmetics floor is the next phase in our flagship store’s near-complete total transformation,' says Francine Klein, vice chairman and GMM for shoes, handbags, fashion accessories, fashion and fine jewellery, cosmetics and outlets. 'The beauty department is the first stop on every customer’s journey upon entering the store, and in renovating the space we had to ensure that it would capture and engage our shoppers. The revamped department has all the sought-after brands, a spectacular luxury fragrance hall and enhanced service offerings. In addition, through state-of-the-art installations we have created an environment like no other beauty floor in the world.'

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The department spans 3,382 sq m of the flagship’s main floor, with an additional 102 sq m of beauty outposts located across multiple floors of the store. It houses more than 200 beauty brands including 75 new and noteworthy names. The new floor boasts state-of-the-art counters, interactive spaces and tech enhancements to elevate the shopper’s experience in a fun, dynamic atmosphere synonymous with Bloomingdale’s DNA. The revamped floor features modern product displays in open sell environments and multiple play stations to encourage shoppers to touch, feel and try out products.

The space is also home to a multitude of shop-in-shops, where brand partners created environments reflective of their brand image. These include a new design concept by Tom Ford Beauty, integrating digital technology and private consultation stations. The brand created a sleek, state-of-the-art boutique with high-tech mirrors, virtual make-up try-on tools and an interactive scent experience.

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Lancome has a newly designed space that is the first of its kind in the US featuring foundation shade matching, skincare and makeup play stations and a brow bar. Dedicated private spa rooms for Amore Pacific/Suhlwahsoo, Clarins, La Mer, La Prairie and Sisley provide spa treatments like targeted facials, skin consultations, customised regimes and more.

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Brand outposts are positioned on multiple floors to infuse beauty offerings throughout the store. While shopping for a date-night dress on the second floor, a pre-date mask can also be found at millennial-minded makeup destination, Glowhaus. Charlotte Tilbury will have an additional outpost on the second floor with an over-the-top Instagrammable space true to the brand.

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Adjacent to the Charlotte Tilbury shop, shoppers can stop by the hair and nail station for a manicure by OPI or hair styling and blowouts by GHD. On the third floor, shoppers can treat themselves to a 30 minute facial for $30 at the Clarins Open Spa and head over to the Tom Ford Beauty outpost to check out the brand’s most buzz worthy items and complimentary services, including 'The Tom Ford Face' consultations. On the fifth floor shoe department is an open cosmetics space allocated to a rotating schedule featuring new products, beauty trends and other fun beauty bits.

The redevelopment also includes a new Fragrance Hall, housing 14 new names and brings together the most prestigious, sought after scents in one destination including Armani Prive, Atelier Cologne, Creed, Maison Francis Kurkdijan, Memo Paris, Penhaligon’s and more.

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Shoppers are immersed in the stories behind the fragrances. Remaining unconventional in the luxury perfumery market, Le Labo offers sensorial experiences, memories and a unique point of view. Every perfume is freshly hand-blended at the moment of purchase and each label is personalised. Atelier Cologne will also offer a unique service for personalisation; with any full-size purchase, customers also receive a 30ml travel spray with a leather case which can be embossed with their name, initials or a special message.

Hermetica is making it's US debut in the Bloomingdale’s fragrance hall. The brand uses a patented technology to make an alcohol free formula that is long-lasting and feels good on your skin. Launched as a digital-first brand, the Bloomingdale’s beauty floor is the first brick and mortar location in the US to carry the line.

The beauty floor also features two of the retailers’ specially curated concepts – Glowhaus and Wellchemist. These two shops are targeted at the millennial-minded beauty consumer and the conscious beauty shopper and introduce a new, modern approach to beauty shopping for the Bloomingdale’s customer.

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Glowhaus is a 'beauty happy place' that gives shoppers access to the top trending items and latest must-have products from the likes of Becca, Mario Badescu, Stila, Supergoop, Winky Lux, and more. All of the products in the shop are under $100 and housed in a playful, open sell environment. The shop design and merchandising makes it easy for beauty lovers to try on products and customise their look while mixing, matching and discovering new brands. Brand-agnostic associates are on hand to share the latest and greatest products with visitors. Glowhaus will have a presence on the main floor and the second floor.

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Wellchemist is a curation of safe, science-backed clean beauty from brands like Juice Beauty, The Organic Pharmacy and Living Proof. The clean beauty boutique brings more than 30 news brands to shoppers including limited distribution brands like 21 Drops, Skin Design London, Patyka and Pestle and Mortar. The boutique gives beauty shoppers a place to discover and experience the most advanced science-based solutions and clean beauty offerings.

Bloomingdale’s is launching a new personal shopping service entitled Beauty Stylists housed in a dedicated space on the 1st floor called the Beauty Studio. The first program of its kind, this team of brand agnostic beauty experts function similarly to personal shoppers but for beauty, and will help shoppers make the most out of their makeup and skincare routines, with appointments made online. These experts are also makeup artists who can provide touch-ups and product tutorials plus share their must-have products and favorite brands.

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