By  on June 1, 2012

Macy’s is no stranger to the new world.

It has taken the lead among department stores in retailing celebrity fragrances, and that move has changed the dynamic of the store. “It does create a lot of activity,” said Muriel Gonzalez, Macy’s Inc.’s executive vice president and general merchandise manager of cosmetics, fragrances and shoes. Gonzalez said celebrity scents comprise about 10 percent of her fragrance business, compared with the 4 percent often cited as a market-wide figure.

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