By and  on April 16, 2010

Macy’s is taking a hard look at its beauty business and implementing bold changes, including a shift to a self-serve format, to compete in an environment where the fortified silos of prestige and mass channels continue to erode in the consumers’ eyes.

The retailer is testing the assisted, open-sell concept, called Macy’s Impulse Beauty, in 10 to 15 doors, the biggest departure yet from its long-held tradition of selling mega nameplates from behind glass counters.

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