Saks Fifth Avenue Enhances The Way Customers Shop For Beauty
Over the past few years, customers have skipped brick and mortar stores and have gone the online route to shop for their beauty finds. To allure consumers away from their computer screens, and back into the stores retailers are reinventing their approach to beauty by creating an environment filled with experiences not to be missed. Saks Fifth Avenue made a bold decision at their flagship location in New York City. They have moved their beauty floor that was housed on the ground level like most department stores, to a new space.
In the latest step in the New York flagship’s grand renovation, the second floor is now home to beauty. The 32,000 square foot space features more than 120 color cosmetics, skincare, fragrance and wellness brands. Saks Fifth Avenue is enhancing the beauty shopping experience by involving 15 new spa rooms along with services such as medi-spa treatments, facials, massages, manicures, brow services, and a flower shop.
“As part of Saks’ overall growth strategy, we continue to look for ways to innovate, create and disrupt. The bold decision to move Beauty to the second floor, from the traditional main floor model, allowed us to build a one-of-a-kind destination enabling Saks to create the epitome of an experiential beauty floor,” noted Marc Metrick, president, Saks Fifth Avenue. “We continue to apply the principles of what we call The New Luxury to everything we do. What we’ve done with Beauty gives the customer a warmer environment, differentiated from what they can get anywhere else and creates a reason to come to Saks and experience our brand.”
The second floor has been revamped with an open space with modern finishes, white stone flooring throughout and have restored the original windows facing Fifth Avenue 49thstreet and 50thstreet to allow natural light. In addition to all the makeup and skincare brands housed on the second floor, highlights include Gucci’s first new beauty concept store in the United States and exciting treatments and luxury experiences.
Services like FaceGym, a non-invasive facial workout exclusive to Saks is featured as well as dedicated spa rooms for Chanel, Clé de Peau Beauté, Dior, Kiehl’s Since 1851, La Mer, La Prairie, Martine de Richeville, Skinney MedSpa and Sisley Paris. Brow and lash styling are offered by Blink Bar London, and manicures and meditation by Sundays. The second floor also involves mini facials, eye treatments, hand massages, and skincare coaching. In addition, the new beauty space houses exclusive fragrances from Bond No. 9, By Kilian, Clive Christian, EB Florals, Ex Nihilo, Hermès, Roja Dove and more. Still want to shop online? We think not.
