Comment on Department stores making themselves over in beauty battle

Department stores making themselves over in beauty battle

NEW YORK (AP) — It's the beauty aisles themselves getting makeovers now. Department stores are being forced to rethink how they sell higher-end makeup and perfume as competition intensifies from discounters like Target, specialty chains like Sephora and Ulta and online brands. So stores like Saks and Macy's are promising workouts for your face, augmented reality and beauty treatment concierges as they try to attract millennial customers and make the cosmetics aisles more of a destination than a stopover. To expand its beauty area, Saks Fifth Avenue's flagship location is even bumping cosmetics from its position near main-floor entrances to the second level, breaking from a century-old tradition in retailing. Meanwhile, Macy's is allowing shoppers to experiment more with products and letting beauty advisers step away from the counter to help them. Read more on NewsOK.com

 

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