The beauty industry has seen a transformation in recent years, becoming more inclusive, more diverse, and more accessible. As our product assortment continues to grow and change, one of the things we’re focused on is ensuring that our approach to cosmetics is one that embraces all kinds of beauty.
We spoke to Nata Dvir, general business manager of Macy’s Beauty, about how we’re helping our customers celebrate their best selves, inside and out. Here’s what she had to say:
Everyone has a beauty regimen – whether it is your daily SPF, or a weekly clay mask, or a 10-step Korean beauty routine – and we carry the best brands for those and everything in between. We’ve made it so that any shopper, of any skin type, looking for any product, will be guaranteed a selection. We’re always listening to identify what’s new and what the customer will be looking for next, and aligning our assortment to match.
With skincare top-of-mind for our best customers, we’ve brought on buzzworthy brands like Sunday Riley, Murad, and Mario Badescu, as well as built our selections from classic brands and cult favorites.
We’ve launched a new training platform called The Beauty Playground, which means Macy’s Beauty Advisors are always informed on the latest products, tips, and influencer insights. The expertise of our Advisors brings our assortment to life and helps customers find the products that make them feel best.
Our customer wants to discover and play with product, and our stores are making that possible. We’ve added new fixtures on the Beauty floor that feature multi-branded assortments highlighting the best makeup and skincare, including one that is curated by a particular store’s local Beauty Advisor.
Finally, we know that beauty is about more than just a woman’s appearance – it’s about her spirit, her soul. That’s why we launched the “Deeper Beauty” interview series, which follows the stories of five very different women, including an acclaimed chef, a designer, an artist and entrepreneur, a software developer, and a film director. Check out the buzzed-about series below and get inspired with ways to embrace your own unique beauty: