What: During the 2024 holiday season, department stores like Macy’s and Nordstrom are redesigning their beauty counters to focus on experiential shopping and innovative layouts.

Why it is important: This initiative is crucial for department stores to reclaim market share from specialty retailers and e-commerce by attracting luxury customers during the busy holiday season.

This holiday season, department stores such as Macy’s, Nordstrom, and Harrods are rejuvenating their beauty floors to attract luxury beauty shoppers. These stores are implementing modern designs and interactive experiences to compete with specialty retailers like Sephora and Ulta Beauty. Nordstrom's flagship store exemplifies this trend with sleek aesthetics and interactive elements like "Skincare Finder" displays. Macy’s is enhancing its beauty sections nationwide, featuring luxury brands prominently and adding experiential features like relaxation rooms and virtual reality pods. Additionally, department stores are hosting in-store events and masterclasses to draw in customers and enhance their shopping experience. By integrating beauty with fashion offerings, such as exclusive fragrance launches, department stores aim to create a comprehensive and engaging shopping environment.

Department stores revamp beauty counters for the holiday season