Project Overview
Macy’s came to us with this question: “How do we sell our cosmetics cross brand?” To arrive at our answer, we first asked ourselves: “How do women like to shop for cosmetics?”
The cosmetics counter ecosystem in most department stores looks glamorous and inviting—but our research indicated that this common set-up wasn’t answering the needs and desires of many women, nearly half of whom prefer to be left alone when shopping for beauty care products, and many of whom conduct significant online research into the beauty products that they eventually choose.
And so we came up with the idea of the Macy’s Beauty Spot: a multi-branded in-store area, anchored by a large-format touchscreen, that provides cross-brand information, inspiration, and recommendation to customers. Reflecting our understanding that, for many people, shopping is inherently social, the application resides in a large, 40-inch touchscreen designed for two people to browse together. The Beauty Spot combines Macy’s high-touch in-store service and–thanks to its integration with macys.com systems for product information–the variety, flexibility, and information available when shopping Macy’s online.
The Beauty Spot removes a substantial emotional barrier to purchase—namely, any intimidation shoppers might feel about consulting a behind-the-counter beauty expert. Armed with facts and product information, consumers can now begin a conversation with brand representatives and make confident purchases. It’s all part of the Macy’s brand promise of providing a magical experience for its customers.
Beautiful.Client
