What: Macy's Inc. is launching an elevated beauty concept at its Dadeland store in Miami.

Why it is important: Macy's aims to enhance the shopping experience with make-your-own-gift stations, in-store events, and a focus on beauty services and demonstrations, positioning itself as an authority in the beauty category.

The store will host a ribbon-cutting event to inaugurate the space, showcasing legacy and emerging beauty brands, including Jo Malone, Gucci Beauty, Yves Saint Laurent Beauté, Armani Beauty, Valentino Beauty, Sunday Riley, and Kylie Cosmetics.

Macy's strategy aligns with the growing focus on luxury in retail, as Gen Z gains purchasing power and the prestige beauty market continues to expand. The company has seen strong performance in the beauty category, particularly in lip products and fragrances, which are areas of focus due to their emotional connection with consumers. Macy's plans to complete about 39 of these beauty elevation doors in key markets by the end of the year.

Macy’s unveils luxury concept in Miami