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REPOR T

Each department store has its own individual appeal and stocks • Nordstrom – This luxury department store is known for
different brands and products to attract their target demographic its superior, personalised customer service and focus on
of consumer, with proven levels of success. For example: natural, sustainable and inclusive products. This approach
• Macy’s – Targeting 25-44 year olds in the mid and mid-upper is unsurprising given the aim of attracting 18-34 year olds
income brackets, Macy’s stores promotes clean and diverse beauty (Millennials and Gen Z) to its full price stores as they become
and will run markdowns and discounts frequently during the year. older and more affluent.

• Bloomingdales – Bought by Macy’s in 1994, Bloomingdales Beauty Specialty Stores and Chains
offer the opportunity for Gen Z and Millennials to access both Accounting for 69% of the specialty beauty stores in the USA,
high-end brands and those which are innovative new-comers Bluemercury, Sephora and Ulta dominate the market, though
on the market in a luxury setting. newer and smaller stores such as Cos Bar, Violet Grey and
CREDO are all followed by a loyal clientele and are attracting
Gen Z consumers due to the perceived quality and clean,
sustainable nature of the products they choose to stock.
As with department stores, each beauty specialist has found
their own unique corner of the market, carefully choosing the
brands they wish to work with to ensure they appeal to their
desired audience:
• Sephora – Featuring nearly over 300 luxury brands along
with its own private label, Sephora is a high-end retailer
that offers beauty products including cosmetics, skincare,
body, fragrance, nail colour, beauty tools, body lotions and
haircare.

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