Will on-demand beauty services connect with Macy’s customers?
Source: beGlammed Facebook page

Will on-demand beauty services connect with Macy’s customers?

Brides looking to have their makeup and hair done before they walk down the aisle and others looking for beauty treatments at home, special occasion or not, can now go to Macy’s website to schedule a visit from a stylist.

Yesterday, Macy’s and beGlammed, an on-demand beauty service, announced a partnership that will let the department store’s customers schedule in-home visits from more than 1,200 stylists in 22 markets around the U.S.

Shawn Outler, senior vice president, leased businesses at Macy’s, called beauty “a core signature business” for the retailer and “a platform for profitable growth” in an interview with the Los Angeles Times.

“Today, we sell beauty products, and we have a very loyal customer that comes to us for that, but the customer is evolving and not only just for big events,” said Ms. Outler. “I think there is a need for your everyday girl across the country to get her makeup done and do it her way. As on-demand services grow in general, we believe there is a huge opportunity.”

Macy’s and beGlammed will promote this new venture through multiple channels including a dedicated landing page on macys.com as well as exclusive offers vial e-mail. In-store signage, social media promotions and special events will also support the marketing effort.

The department store’s customers will be able to book in-home appointments at macys.com/beGlammed. Individual hair and makeup services range from $25 to $185. Current markets served by beGlammed include Atlanta, Austin, Boca Raton, Boston, Chicago, Dallas/Fort Worth, Fort Lauderdale, Houston, Inland Empire (CA), Las Vegas, Los Angeles, Miami, Nashville, New York, Orange County (CA), Orlando, Palm Beach, Phoenix, San Diego, San Francisco and Scottsdale. The company plans to expand to new markets in the future.

BrainTrust

"This partnership is an ideal way for Macy’s to underscore its dominance in this business and also to reinforce its image as a full-service retailer."

Dick Seesel

Principal, Retailing In Focus LLC


"The Pinterest generation is going to love this, and this is the kind of differentiation that mall retailers are going to need...."

Cathy Hotka

Principal, Cathy Hotka & Associates


"Macy’s is smart to partner up with this service and beGlammed better be up to the task! If they do a great job, it's a win-win for both of them..."

Tony Orlando

Owner, Tony O's Supermarket and Catering


Discussion Questions

DISCUSSION QUESTIONS: Will beGlammed in-home stylist services help Macy’s grow its beauty business? Do you see these types of services as a means for Macy’s to deliver on its outreach to Millennials?

Poll

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Jasmine Glasheen
Member
7 years ago

Great idea, Macy’s! Millennial cosmetic customers are looking for makeup application and cosmetic counter employees can’t ensure they won’t be busy during the time slot before a customer’s big event. And most customers have no idea how to find and contract a private makeup artist. Since customers trust the Macy’s nameplate, the comfort level will be there.

Tony Orlando
Member
7 years ago

This service will work for the time-starved person who also has a very nice income. Macy’s is smart to partner up with this service and beGlammed better be up to the task, and if they do a great job, we have a win-win for both of them. Bridal parties the day of the wedding would be a natural fit and this could go very well, but where I live this service would not be a big thing, as money is very tight in our area. As we move forward, every major retailer is going to partner up with these types of services and it just may keep sales moving online for a Macy’s, so that they don’t lose more sales to Amazon (which is also doing the same thing). I wish them well.

Dick Seesel
Trusted Member
7 years ago

As a percentage to the total business, cosmetics are still a “headquarters” area for traditional department stores like Macy’s. Meanwhile, there is growing competition from Ulta, Sephora (inside and outside of J.C. Penney) and others, including mass market retailers.

This partnership is an ideal way for Macy’s to underscore its dominance in this business and also to reinforce its image as a full-service retailer — an image that has been tarnished in recent years. Looks like a win all around.

Cathy Hotka
Trusted Member
7 years ago

The Pinterest generation is going to love this, and this is the kind of differentiation that mall retailers are going to need if they’re going to maintain traffic.

Max Goldberg
7 years ago

I think Macy’s will help beGlammed grow its business, but it won’t be a boon for Macy’s. Macy’s is floundering with Millennials. The store is not a trusted brand. It’s not convenient. How many Millennials can afford $185 beauty house calls?

Lesley Everett
Lesley Everett
7 years ago

A great move by Macy’s that could well result in greater loyalty to the brand by Millennials. On this occasion I disagree with Max — I think they are very likely to spend $185 on this for special occasions and share their experiences on social media. Clever move by Macy’s!

Adrian Weidmann
Member
7 years ago

This is a terrific initiative for both Macy’s and beGlammed. It allows Macy’s to extend its personal reach outside the store and establish a dialog with their customers. If the beGlammed provides consistently high quality service at scale this will be a great success. The pressure will be on beGlammed and their staff to represent and maintain the Macy’s brand expectations. Many of Macy’s cosmetic vendors have been providing this service in-store for some years.

Lee Kent
Lee Kent
Member
7 years ago

The fact that some of us don’t know any make-up stylists is the big grab here. If mom can suggest using Macy’s for the bride’s big day makeup, it will indeed put Macy’s’ on the map. However, will the bride go back there to shop? I’m not so sure.

If the stylist uses hip brands and perhaps leaves behind a sheet of what she did and how, which brands, colors etc., that could help seal the deal and provide yet another service and another ace in Macy’s hat.

It is a good first step in getting the attention of this group. And not too worry about the cost to the Millennial. This is her big day or prom and mom usually foots the bill.

For my 2 cents.

Ed Rosenbaum
Ed Rosenbaum
Member
7 years ago

I am just not as positive about this as many of my fellow contributors. Buying beauty products in the store is a given. Having someone you do not really know come to your house is totally something else. In most occasions the bridal party is going to use a beautician they are familiar and comfortable with. Using a stranger to groom you on your wedding day is not something I view as a winning business model.