The Bluemercury shop in Macy's at Victoria Station.

With new Macy’s shops-in-shop and a new color cosmetics line, Bluemercury is rapidly giving the venerable department store chain a new look.

The specialty retailer, which Macy’s acquired in February, will roll out four Bluemercury shops-in-shop this month. Three are to be located in California in Santa Anita, Victoria Gardens in Rancho Cucamonga and Union Square in San Francisco. The fourth store will be located in Texas, at Memorial City in Houston.  The shops-in-shop range in size from 1,000 square feet to 1,500 square feet, said Bluemercury cofounder and chief executive officer Marla Malcolm Beck. “It’s literally a freestanding Bluemercury plopped into Macy’s, with a few tweaks,” she said. “It’s a more modern incarnation of our existing stores.”

The number of outlets will soon ramp up significantly. By the middle of next year, Beck said she expects to have roughly 100 freestanding “heritage” stores (i.e., non-Macy’s outlets) by the middle of next year, up from the 76 currently operating. “We tend to do 50 percent new markets [with launches of this type] and 50 percent existing markets,” she said of the store locations. “This year, we planted two stores in Southern California — we opened Brentwood and Santa Monica. We put two stores in Dallas. We opened Portland and Seattle.” By year-end 2017, Beck said, there will be at least 115 heritage shops in total (The number of Macy’s stores-in-store has not yet been determined). Beck noted that the company is currently working on a store of the future concept, but declined to give more details.

Bluemercury shops at Macy’s will offer a mix of Bluemercury’s best-selling brands, including Trish McEvoy, Bobbi Brown, Laura Mercier, Nars, Bumble and bumble, Darphin, Dermalogica, Peter Thomas Roth, N.V. Perricone M.D. and Nest, said Beck.

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A select few outposts will also carry Crème de la Mer and SK-II. New-to-Macy’s brands including Rodial, Tara Smith, Georgie Beauty, Nudestix and Eyeko will be will be introduced along with Bluemercury exclusive brands M-61, a natural skin-care range launched in 2012, and Lune+Aster makeup. (When she gets additional time, Beck said, she hopes to tackle the bath and body category.)

Lune+Aster Beauty is Beck’s latest brainchild. The color cosmetics line, which currently has 28 stockkeeping units, was created to allow time-starved women to quickly and easily create a polished look. It launched in September. “The whole idea is, ‘how do you get out the door in five minutes?’” said Beck. “I have a lot of friends in their forties who are at the tops of their fields, and at dinner one night, one of them said, ‘Can you just show me how to put makeup on?’ A lot of them were skipping makeup to save time. The whole concept was not only makeup in minutes, but adding skin-care benefits that are in M-61, and beautiful textures and supercharged ingredients.” The line is divided into four “to go” categories — Prep + Go, which includes primers and creams with skin-care treatment; Protect + Go, BB and CC creams with broad-spectrum coverage; Bronze + Go, bronzers; Swipe+Go, gluten-free and vegan lip glosses, and Stratosphere Mascara, a paraben-free, gluten-free formula. The cosmetics range in price from $20 for the mascara to $56 for the brand’s Recharge Cream, a hyaluronic acid-powered moisturizer. More sku’s are planned for spring 2016, she said.

“In addition to Macy’s vast cosmetics assortment, beauty fans will gain access to Bluemercury’s carefully curated luxury-beauty product assortment, signature spa services, friendly advice, team of beauty experts and exclusive new treatment concepts — all conveniently located within their local Macy’s store,” said Beck.

“We will offer our full menu of facial, waxing and microdermabrasion treatments featuring products from our exclusive M-61 skin-care line.”

By January 2016, Beck noted, several of these shops-in-shop locations will also house The X-Bar, a “try it quick” service bar. “Younger consumers are used to Uber and e-commerce, instant dinner delivery and more,” said Beck. “When thinking about how to integrate products and services at the pace she expects, we developed a new concept called The X-Bar, where we perform fast services with instant benefits linked to a new launch. It gives us a high-touch way to introduce clients to new products through a sensory experience that goes beyond experimenting with an open-sell tester. For example, we may do a mask bar linked to the new Crème de La Mer mask launch, then a few weeks later a brow bar linked to a new Bobbi Brown collection, and following that, an M-61 peel bar.”

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