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 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' said Francine Klein, vice chairman and GMM for shoes, handbags, fashion accessories, fashion and fine jewellery, cosmetics and outlets.

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. 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.

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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