Macy's x The Beauty Suite
Shopping Beauty at a traditional department store is intimidating. It's separated into brand-focused shops, making it hard for customer’s to cross shop and find what they need. Macy’s asked me to lead a cross-functional innovation team of buyers, planners, and strategists to redesign a simpler beauty pop-up experience that would attract a younger millennial audience. We created ‘The Beauty Suite’, a disruptive hands-on beauty showroom, transforming the millennial consumer shopping experience.
The curated 300 sq ft pop-up shop turned the beauty shopping experience on its head. Using monthly themed and categorized menus, we made it easier to cross-shop products and leading brands while creating a whimsical and memorable moment that captured the millennial audience.
Project & ParTnership management and Content Creation:
Created the mood and trend direction for the shop menu and experience
Conducted audience research to understand how the millennial consumer shops for beauty
Developed overall concept of shop and “kid in a candy store” theme of interactive space
Designed new marketing strategy; a lipstick vending machine that distributed surprise beauty samples and candy
Pitched and secured the Sugarfina candy partnership
Drove traffic to a generally dead location in Macy's Herald Square store.
Generated awareness, sales and created a "cool factor" for a younger generation of Macy's customers.
