Prepare for the holidays with Nordstrom Beauty

by | Oct 13, 2023 | BEAUTY | 0 comments

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At Nordstrom Inc., things seem promising for the beauty department.

Ahead of the holiday, the department store is stepping up its efforts in the market with an infusion of new brands and limited-edition debuts, as well as increased promotional activity at both Nordstrom and Nordstrom Rack.

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The retailer’s net sales decreased 8.3 percent during the three months ending July 29. However, beauty had single-digit growth and was recognized as a bestselling category.

Debbi Hartley-Triesch, executive vice president and general merchandising manager, beauty and accessories, Nordstrom, stated that beauty has continuously performed well for the retailer. “We are aware that it is one of our main overall trip drivers. We are constantly seeking for new methods to interact with and cater to our dedicated beauty customers, who spend more money with us.

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Promotion helps to recognize and reward that brand devotion. Customers may earn five times the points on all cosmetics purchases with the retailer’s well-known loyalty program, Nordy Club, through the end of the year.

The company at Nordstrom Rack, meanwhile, is placing a wager on increased interest in hair. In 200 doors, among labels like R+Co, Philip B., and Christophe Robin, Space NK is premiering hair salons. The main focus is on the category of hair. We frequently hunt for new brands because hair is a popular category at Nordstrom Rack, according to Hartley-Triesch.

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The idea is to provide leading brands from Nordstrom’s selection, including Clinique, Kate Somerville, MAC Cosmetics, Too Faced, Shiseido, Dry Bar, and other names, in more practical places.

These companies join others like Burt’s Bees and Neutrogena in the category Hartley-Triesch referred to as “best-of treasure hunting.”

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Hartley-Triesch is still committed to a high-low mix across the brand matrix at Nordstrom proper, promoting both new finds and classic beauty brands.

Debbi Hartley-Triesch

“We strive to curate the best assortment, and we do this by include both prestigious and up-and-coming businesses. Price points are all important because, according to Hartley-Triesch, “we want to be a leader in beauty, we want to inspire through our luxury designer labels like Tom Ford and Dior, and we also look at some rising brands we’ve been able to introduce like Westman Atelier, as well as emerging technologies and tools.

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Fragrance is a primary priority as we approach the holiday season. There is a lot going on, especially with smell, according to Hartley-Triesch.

Maison and Byredo Along with Sunday Riley and The Ordinary, Francis Kurkdjian is also growing in Nordstrom. The business is also introducing Future Society, a biotech-driven fragrance line, in 20 doors and Shark, one of the most frequently searched goods on Nordstrom.com. Online sales of Grande Cosmetics are starting.

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Exclusives are a significant component of the mix. Recent examples include the Kylie Skin Vanilla Bath line, Clarins Precious Le Serum and Rich Cream, Westman Atelier Skin Activator Rollerball, and Tory Burch Essence of Dreams Layering Oils.

In order to give the customer something special, Hartley-Triesch stated, “we work with some of our top brand partners for exclusive launches.

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Hartley-Triesch uses the Beauty Rituals area as a proving ground for new businesses and brand categories. This venue has physical and digital incarnations. In addition, the retailer presented trends from products branded as “clean” or sustainably conscious, as well as clinical skin care, there. It was also where the retailer debuted Augustinus Bader and Westman Atelier.

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Future Society’s Haunted Rose COURTESY

The general recipe is to be able to test both online and in-store when we launch new brands, but [the strategy] looks and feels different for each brand. In-store will be a collaboration with the brand and what makes sense for them, according to Hartley-Triesch. “When establishing a brand, our goal is to make the brand’s narrative come to life. Through innovative marketing, social media, and events, the storytelling relates back to the brand DNA both online and offline.

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The premium treatments offered in Hartley-Triesch’s New York flagship, which have included anything from injectables to facial and body therapies, are another area where the company sees promise. When we introduced Anastasia Beverly Hills in our stores twenty years ago, we did so with brow boutiques and made use of this in-store, paid service where customers could get their brows waxed and sculpted. There’s an opportunity there,” she remarked, mentioning some upcoming collaborations. “We want to serve as that one-stop shop.”

In response to customer patterns, Hartley-Triesch is also fostering a stronger dialogue between the physical and digital channels. Most Nordstrom beauty shoppers have returned to the store. “The customer is regulating itself on how that shopping journey looks,” she claimed.

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“We’re continuing to lean in on our digital channel, making sure we can connect that to our business, our physical footprint, and make sure that service then connects.”

In typical Nordstrom manner, the most important aspect is the service. Recently, Nordstrom unveiled a platform that enables beauty consultants to communicate with online customers who can later pick up products in-store. The consumer wants to purchase both online and in-person, and she claimed that combining the two is the key to success. “We know we’re serving a customer on their terms when we give them a combined digital-and-physical experience.”

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The influence of sustainability measures as well as driving to stores have been successful. 2020 saw the launch of Nordstrom’s beauty takeback program, which recycles consumer beauty items from any retailer with a target of 100 tons by 2025. Nordstrom achieved that goal’s midpoint last month.

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