What to Watch: Retailers Reinvent the Beauty Floor

It’s not just major makeup brands that are getting a makeover in 2018 — retailers are doubling their efforts to lure beauty shoppers away from online and back into stores. On the prestige side, Saks Fifth Avenue in April is expected to complete the reinvention of its second floor into a full-fledged beauty and fragrance playground complete with service offerings as part of its ongoing flagship renovation plan. In London, Harrods is working on a renovation of its own. The retailer’s signature ground floor beauty hall will take the place of men’s on the lower ground floor, with plenty of space for disruptor brands like Huda Beauty — influencer Huda Kattan’s product line is among one of Harrods’ top five best-selling beauty brands. “It’s about the immersion and the education. That’s central. What we want to do is create a new area for beauty, and we’re going to broadly double the size of our beauty business to be able to engage with those new trends,” Harrods chief executive officer Michael Ward told WWD last year. In the U.S., department store retailers such as Bloomingdale’s and Neiman Marcus are expected to continue growing the Millennial beauty initiatives they introduced in 2017, designed to rejuvenate the department

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