Macys 1Macy’s Steven Kolb, Regina Vespaziani, Cindy Harper, Trevor Hayes and Eric Horowitz of Sue Devitt Beauty (2nd r.).

Macy’s unveiled their newest beauty addition, Macy’s Impulse, at their Herald Square location in New York City on November 19.

The 1,000 sq. ft. open-sell concept allows new independent brands to supplement the brands already existing in the beauty department, while giving shoppers a chance to touch and play with the makeup and skin care of their choice. “Urban Decay’s false eyelash display and the Benefit brow bar are already customer favorites,” said Cindy Harper, vice president/DMM of Impulse. “Sue Devitt products have also been an instant hit with customers.”

The Impulse section—currently in 54 doors—also includes Bare Escentuals, Bliss, Bremenn, Cargo, Clarisonic, Dr. Brandt, Laura Geller, Peter Thomas Roth, Philosophy, Smashbox, Stila, Strivectin, Studio Gear and Too Faced.

“After an incredible customer reaction to the assortment of brands and products at our west coast incubator store, we knew the idea was really catching on and we needed to expand,” said Muriel Gonzalez, executive vice president/GMM of cosmetics and fragrances for Macy’s. “We are already planning to open 40 more doors next year.”

Ribbon cutting Macys 2 Macys 4
Macy’s Muriel Gonzalez, Nancy Schmidt, Cindy Harper and Patti Lee Nancy Schmidt, Cindy Harper, and Muriel Gonzalez Impulse “Hot Picks” station
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