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Beauty

Inside Department Stores’ Plans to Bring Beauty Customers Back

During the 2024 holiday season, stores like Macy’s and Nordstrom will do more than display gift options. They’ll also offer a glimpse of what the counter of the future could look like.
A quiet scene from the Nordstrom 57th Street store beauty floor features snow-white floors, pillars, and ceilings, and glossy white displays. Signs say "Skincare Finder" and "Trending Now."
Nordstrom's new flagship store near Manhattan's Columbus Circle offers a glimpse at the retailer's beauty future. (Nordstrom)
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BoF PROFESSIONAL

It was a bit like seeing an old friend who was also clearly a zombie — a mix of familiarity, affection and horror — when makeup label Hourglass resurrected the iconic department store Barneys New York this fall to celebrate its 20th anniversary.

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Further Reading

Bloomingdale’s CEO on the Future of American Department Stores

To survive and even thrive, the ailing retail format doesn’t have to reinvent itself, according to Olivier Bron. Bringing his international experience to parent company Macy’s Inc., the new chief executive wants to give customers a more exciting experience and be a better partner to brand vendors.

About the author
Brennan Kilbane
Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

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