Nordstrom is updating its beauty divisions with a fresh, modern look aimed to give customers a more individualized way to shop. The updated departments made their debut at California shopping centers The Americana at Brand in Glendale and The Shops at Mission Viejo. The new beauty departments will expand to seven more stores by January. There are modifications to the color cosmetics areas, where customers are encouraged to shop how they want, whether it is on their own or with help from staff specializing in specific brands. Nordstrom is simplifying shopping by categorizing its selection by trend and product. Shoppers will have access to beauty concierges, trial sizes, test applications, and consultations so they can fully experience the products. The refreshed concept acknowledges the behind-the-counter model of selling beauty products is outdated, thanks to the impact of Sephora and e-commerce.
– Claire Mykrantz
Source & Photos: WWDSee the Top Ten Summer 2016 Trends for Women Over 40