Luxury beauty retailer, and Macy’s nameplate, Bluemercury, launched its rebranded digital presence along with several new brand partnerships. This coincides with Bluemercury’s 25th anniversary, marking the next step forward in the retailer’s ongoing omni evolution.
 
“The New Blue,” is the retailer’s rebranded efforts, which seek to redefine modern luxury in beauty.
 
Maly Bernstein, CEO at Bluemercury, commented,
 
“We are thrilled to not only be celebrating 25 years in luxury beauty, but also to be making these significant advancements with the brand. This milestone represents one component of our ongoing evolution, and we cannot wait for our current and future clients to discover Bluemercury in a modernized, refreshed way – from the in-store experience to the way we show up online, to the brands we carry.”
 
“The New Blue” brick-and-mortar format is now implemented in eight locations across U.S. neighborhoods with more planned for the future. 
 
Stores have been overhauled in design including hyper-personalized service offerings, highly curated assortments, and unmatched expertise courtesy of the brand’s Beauty Experts.
 
Bluemercury has also revamped its website featuring an elevated aesthetic, easy-to-navigate format, educational blog, and the introduction of completely new branding, including a distinctive monogram “B”. 
 
The fresh look also debuted on the retailer’s social channels, including TickTok and Instagram.
 
In addition to Bluemercury’s fresh look, the retailer welcomes Victoria Beckham Beauty and Anastasia Beverly Hills to its brand lineup. 
 
Tracy Kline, Head of Merchandising and Spa at Bluemercury, said, 
 
“As a best-in-class brand curator that our clients know and trust, we are very purposeful in selecting the brands we bring to our portfolio. We’ll always be committed to bringing results-driven beauty solutions to our clients, evidenced through our skincare authority with professional brands such as SkinCeuticals and SkinMedica, and now further with new partners Victoria Beckham Beauty and Anastasia Beverly Hills.”
 
The introduction of these two leading color cosmetic partners provides Bluemercury customers further access to an expanded premium beauty assortment.

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