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.
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