In its first acquisition in 10 years, Macy’s has signed an agreement to acquire luxury beauty products retailer Bluemercury for $210 million in cash. The privately held Bluemercury, based in Washington, D.C., currently operates about 60 specialty stores in 18 states, primarily in prime street-level locations and urban lifestyle centers. Most locations include in-house spas. The company also operates an online business.
Today’s retailers are increasingly going high tech, embracing the latest technologies to further elevate the in-store shopping experience. This trend is especially evident in the beauty and fashion space — and for good reason. Such technologies enable shoppers to easily “try before they buy” and quickly access product information.
Are we in the midst of a beauty revolution? Perhaps. It is no secret that the ever-changing beauty category is all about trends, but one could argue that we are embarking on an especially interesting time in beauty as technology is changing the way consumers shop and new innovations strive to break through the noise.