Nordstrom Inc. is giving its beauty departments a fresher, more contemporary look designed to give customers more individualized ways to shop.
Unveiled at stores in the California shopping centers The Americana at Brand in Glendale and The Shops at Mission Viejo and expanding to a total of nine doors by January, the most dramatic modifications are to color cosmetics areas, where customers are encouraged to shop how they want, whether it is on their own by opening drawers brimming with makeup or with guidance from staff dedicated to specific brands or brand agnostic. Nordstrom is also simplifying beauty shopping by breaking down its vast selection by trend and key product no matter what brand, and offering shoppers access to beauty concierges, trial sizes and applications, consultations and other services so they can more fully experience the products.
The refreshed approach recognizes that the traditional behind-the-counter model of selling beauty products doesn’t work for everyone. Acknowledging Sephora and e-commerce have impacted shopping for beauty products, Pete Nordstrom, president of merchandising for Nordstrom, said, “The best ingredient to success is to be reflective of what the customers are interested in. Customers evolve and change over time, not only in regards to the product, but how they like to be served. In the beauty segment, there is an opportunity to serve the customer in a different and a better way. We have to allow our stores to be able to evolve to be able to appeal to customers, not just to legacy customers, but to our new customers.”
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