January 21, 2021

Digital Download: Bluemercury Opens Flagship in New York, Unveils Digital Hub

NEW YORK — Bluemercury has Sephora in its sights.
On Friday, the Macy’s Inc.-owned retailer will open its biggest store to date, a 2,700-square-foot unit with a dedicated spa room located at the base of the New York Hilton Midtown on Sixth Avenue here. The space will not only serve as the specialty retail chain’s flagship, but will double as an innovation hub and launch pad for new technologies and products before they roll out company-wide.
“Our stores and e-commerce are completely linked — it’s one big digital backbone. It’s all connected. I don’t even want to use the word omnichannel,” said Barry Beck, founder and chief operating officer of Bluemercury.
A prime example: a convergence of product reviews on bluemercury.com with those produced in-store via an interactive Beauty Connect mirrored screen, a triple threat source of education, point of sale and soon-to-be augmented reality tool that’s making its debut in this flagship. Regarding the latter, consumers will next month be able to virtually try on cosmetics and broadcast the experience to friends or family with live video, powered by FaceTime.
That is the cornerstone of the store, thanks to a 50-person in-house digital team and some work with outside consultants, according to Beck. He

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