More Than a Facelift at Bloomingdale’s

The complete makeover of a venerable flagship store culminated in October when Bloomingdale’s management unveiled the new beauty department at its 59th Street Manhattan location.

This department is full of innovative and exciting features that create a totally new cosmetic and fragrance world. It is an eye-opening experience for customers to walk through the department, which has been expanded to 25,400 sq. ft. on the main floor.

Before the changeover it was the black-and-white checkered floor that defined the department in one enormous room; now, 83 cosmetic and fragrance brands can be found in three rooms, each with a distinct personality.

Estee Lauder chairman Leonard Lauder was excited by the finished concept and said that Bloomingdale’s has re-established the standard for department stores. It will be a difficult challenge, since many of the installations are now interactive, with information being flashed on monitors as customers test the products.

Brands make debut
Adding depth to the 22 major brands already in the department are six new vendors — Giorgio Armani, Bare Escentuals, Bumble and bumble, Jo Malone, Sisley and Shu Uemura. It also offers new services like a Tokyo Lash Bar and a Bb. Styling shop.

Of course, many of the featured brands that form the backbone of Bloomingdale’s beauty offering remain, including Benefit, Bobbi Brown, Borghese, Chanel, Clarins, Clinique, Dior, Estee Lauder, Kiehl’s, La Mer, La Prairie, Lancôme, Laura Mercier, M.A.C., Prescriptives, Shisedo, SK-II, Trish McEvoy and Yves Saint Laurent.

In addition, there is a 1,300-sq.-ft. Cosmetic Studio available for master classes by top make-up artists, private parties or for use as treatment centers.

Key theme: innovation
Innovation was the key theme as the entire store was renovated. I believe every floor has unique features today – intimate apparel is a stunning department with customers able to page associates if they need assistance, the shoe department (on two floors) enhances the product offering, the rejuvenated men’s department (Metro 59) has many touches targeting the young and hip. The Lab features numerous American and European designer labels for men.

Wherever I looked I saw a store that is inviting to young people without losing its allure to more mature customers.

New designer brands and a great deal of attention to details make the store a focus for fashion and design, and I congratulate Bloomingdale’s chairman Michael Gould for his vision in developing the concept.

Customers have responded with enthusiasm, as well: I am told that traffic has been strong throughout the store, and that the beauty advertising has given the store a unique image. I am pleased that the project was completed despite the current recessionary period, since it helps to build a solid foundation for the future.

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