SELF-IMPROVEMENT: Does the world need another reality-based contest? Macy’s seems to think so. The retailer is offering $1 million for the extensive overhaul of the winner of “Macy’s Million Dollar Makeover with Clinton Kelly.” Macy’s second season of “Makeover” kicked off on Monday with the former co-host of “What Not to Wear” on board. For the three entrepreneurs who will be chosen as finalists, it offers wish-fulfillment and the promise of transformation. Finalists will have the chance to remake their lives in one of three areas: fashion, food or home. The winner will be chosen and revealed during an hour-long program on TLC.
“We’re excited to take this program to the next level by sharing the experience with television viewers across the country,” said Martine Reardon, chief marketing officer for Macy’s. Contestants last year posted their personal stories on Facebook and received votes online in the form of “likes.” Macy’s is adding another component to this year’s contest: Estée Lauder will give consumers one million makeovers at Macy’s units, with no appointments or purchase necessary.
This story first appeared in the March 8, 2012 issue of WWD. Subscribe Today.