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NEW YORK — Macy’s Herald Square has opened a mini-boutique for She She cosmetics in its fourth-floor junior department.
This story first appeared in the September 20, 2002 issue of WWD. Subscribe Today.
But even before the opening last Friday, the Macy’s store became the brand’s best-selling location, according to Stella Tinglin, brand manager for Caboodles Cosmetics, the maker of She She, a line developed for Federated Department Stores.
The store began carrying She She in mid-July. It was displayed on two stand-alone units before the boutique, which measures roughly 32 square feet, was finalized. That happened last Thursday night and Caboodles and Macy’s marked the occasion with a soirée Friday where teens — the line’s target demographic — received free makeovers and giveaways.
Although executives from both companies refused to discuss numbers, industry sources estimated that sales volume during the boutique’s opening weekend reached the $5,000 mark.
Just before noon Monday, the cosmetics area in Thisit (pronounced, “this is it”) — the name of the junior department — played thumping dance strains giving the space a club-like feel. The She She area drew a number of browsers, including smoothie-carrying young girls with matronly escorts who had just left the adjacent Sago Tea Café.
Directly adjacent to the She She boutique are Clinique and MAC areas, which have secondary locations in juniors. The cluster of counters targeting teens also feature fragrances like Liz Claiborne, Glow by J.Lo and Ralph by Ralph Lauren; as well as cosmetics from Bourjois, Urban Decay and Hard Candy.
The central aisle of a jeans area, called “Denim Bar,” dead-ends at the main She She display. “They gave us a prime spot,” Tinglin said. “We were so thrilled they picked us to fill it up.”
While typical She She merchandising sets in the 97 other Federated stores that carry the brand hold about 250 items, the Herald Square location accommodates more than triple that number. Other highlights of the Herald Square space include the brand’s first tester units and a full-time makeover station.