The retailer’s ever-evolving beauty assortment has taken on more significance with the retailer.
The department store is doubling down on the category ahead of holiday with an influx of new brands and exclusive launches, as well as more promotional activity in bothexecutive vice president and general merchandising manager, beauty and accessories, Nordstrom. “We know it’s a top trip driver overall for us. We know the beauty customer is loyal, they spend more with us and we’re always looking for new ways to engage with and thank them.
Those brands join the likes of Neutrogena and Burt’s Bees, as well as what Hartley-Triesch called “best-of treasure hunting.” Byredo and Maison Francis Kurkdjian are both expanding within Nordstrom, in addition to Sunday Riley and The Ordinary. The company is also launching Shark in all doors — it’s one of the top-searched items on nordstrom.com — and the biotech-fueled fragrance brand Future Society in 20 doors. Grande Cosmetics is launching online.
The Beauty Rituals space, which has iterations both physically and digitally, is Hartley-Triesch’s testing ground for new brands and brand types. It’s also where the retailer first debuted Augustinus Bader and Westman Atelier, and has introduced trends from brands marketed as “clean” or sustainably minded, as well as clinical skin care.“When we launch brands, looks and feels different brand by brand, but the overall recipe is to be able to test online and in-store.
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