Macy’s is giving its shoppers a new reason to smile. The latest addition as the retailer tweaks its department stores to fortify store traffic is a partnership with SmileDirectClub.
One hundred Macy’s doors will offer SmileDirectClub’s Smile Kits which, until now, were only available for purchase online. Retailing for $79, the Smile Kits sold at the Macy’s locations were custom designed for the store and differ from the brand’s original kit sold at www.SmileDirectClub.com.
“We are so pleased to offer the new Smile Kit at Macy’s, bringing a fresh and unique category to our beauty floor,” said Nata Dvir, Macy’s general manager of beauty. “Through our partnership with SmileDirectClub, we are able to give Macy’s customers another avenue toward achieving a holistic approach to beauty – and access to a better smile at an affordable price point.”
The kits will be featured in the Impulse Beauty department, an area carved out from traditional cosmetics that is now devoted to contemporary niche lines. Dvir has made it clear she wants to court Millennial shoppers in her quest to make Macy’s the go-to stop for beauty. Her toolbox includes adding brands such as Sunday Riley and ramped up training for beauty advisers. With younger consumers grouping dental care in with overall beauty, annexing SmileDirectClub.com into Impulse Beauty was a natural move, according to both parties.
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Different from the original impression kit, the new Smile Kit will have small, medium and large recyclable sizing trays inside to allow the customer to determine which tray is the right size for their mouth, as well as Bright On teeth whitening gel. Once the customer registers the kit at SmileDirectClub.com, the customer will be overnighted their desired tray size, putty to make their dental impressions and a Bright On LED accelerator light. The completed impressions will be sent to the customer’s assigned dentist or orthodontist in their state to create and oversee the individual plan.
“SmileDirectClub and corporate Macy’s connected about nine months ago to bring innovation, affordability, and convenience to the Macy’s beauty customer and give them special access to our popular new Smile Kits,” said Jan Lombardo, vice president of strategic sales at SmileDirectClub. Lombardo added more than 200,000 customers have successfully completed the SmileDirectClub process. “Now, thanks to our new partnership with Macy’s, even more individuals will be able to learn how they can get a smile makeover that will last a lifetime.”