Bloomingdale’s is bringing a new beauty space to their shoppers with the launch of Glowhaus. This new makeup and skincare boutique, packed with niche beauty brands, will open hard-shops in five Bloomingdale’s locations including Roosevelt Field (NY), San Francisco (CA), Sherman Oaks (CA), Soho (NY) and South Coast Plaza (CA) on August 30th. Beauty lovers across the country can also experience the obsession-worthy makeup and skincare finds that Glowhaus has to offer by visiting the online shop at bloomingdales.com/glowhaus.
Glowhaus is a space for the beauty-obsessed shopper to browse, discover and play. The shop is a “beauty happy place” that gives customers access to the top trending looks and latest must-have products- from makeup to masks. The brand-agnostic staff will offer guidance to those who need it but give space to those who prefer to browse on their own.
“We are thrilled to launch Glowhaus at Bloomingdale’s,” says Stacie Borteck, Bloomingdale’s Vice President and DMM of Cosmetics. “This beauty space not only brings a new round-up of trend-setting vendors and products to our customer but also gives her a new environment to shop, discover and play.”
Glowhaus brings over 30 new brands and around 800 products to the Bloomingdale’s girl. This includes some of the best products from brands she already loves to amazing finds from new ones she needs to know. Everything in the shop is under $100. The price point and vendor offering caters to the millennial minded shopper. Over half of the assortment is dominated by color from brands like Beauty Blender, Context Skin, CoverFX, Flirt!, Kosas, Lash Star Beauty, Lime Crime, NudeStix, RMS Beauty, Rouge Bunny Rouge, Suva Beauty and The BrowGal. Bloomingdale’s is also introducing their own line of eye palettes, only available at Glowhaus. Skincare brands like Frank Body, GlamGlow, Grown Alchemist, Mario Badescu, Saturday Skin and Supergoop also have a large presence. A special section of the shop called “Grab and Glow” is home to novelty beauty products and tools from brands like Bio-Republic, Ciate, Kaprielle, Deborah Lippman, Lano, LIT Cosmetics, Makeup Drop, Makeup Eraser, Patchology, Preheels, Sigma Beauty, Tweeezerman, Vamp Stamp and Winky Lux. Haircare products from Drybar and fragrances from Bon Perfumeur are also be available in the shops.
The majority of the Glowhaus shops live on the retailers’ women’s ready-to-wear floors adjacent to the clothing brands that align with the shopping habits of the millennial minded customer. This location gives the Glowhaus girl a fresh environment to shop
cosmetics in and encourages a cross-shopping experience, allowing her to truly create a head to toe look. Product is housed in a playful, open sell environment that makes it easy for shoppers to try on products and customize their own looks while mixing and matching brands. Each shop features a “play station” made up of a large table surrounded by chairs with suspended mirrors. This play area allows the shopper to mix products from her favorite brands and try them on herself or with the help of a Glowhaus make-up artist. “Grab and Glow” stations are stocked with mini best sellers and one-sku wonders. These are items that are trending on social media and in some cases, products that the Bloomingdale’s girl can’t find anywhere else. The station will continually be refreshed with of-the-moment items rotating in and out. A portion of the shop is also dedicated to gift sets from a variety of vendors. The focal point is a giant feature wall which highlights products that are “best in glow” using compelling video content and focusing on a new trend each month starting with metallic lips and moving on to pops of color and highlighter layering. Glowhaus will also have an outpost on the cosmetics floor featuring key products from a variety of brands, giving customers a sneak peek of what they can find upstairs.
Glowhaus associates are extremely knowledgeable about the wide-scope of products and brands offered in the shop. They are fun, vibrant and true sources of inspiration, appealing to a millennial minded customer. The brand agnostic associates will be dedicated to meeting the individual needs of shoppers and will focus on providing the level of service and engagement that the customer is looking for. Glowhaus shops will be equipped with technology to enable and enhance the customer experience. Sellers will use iPads to access product information about each vendor and a video screen will feature trend tutorials.
In addition to having an in-store presence, Glowhaus also lives on bloomingdales.com. The Glowhaus digital hub, which fully launches in October, will be packed with rich imagery and engaging content. The site will have a mood-board feel and all of the images and videos will be filtered into categories. The mix of content will include featured looks created by models and influencers, product shots and mood videos.
To give customers a taste of the exciting and sought-after brands that Glowhaus has to offer, the shop will launch a choice sampling program. For every $50 spent in Glowhaus, customers can choose 1 out of 4 deluxe samples. Samples options will change each season so the Bloomingdale’s girl can continue to discover new brands and products.
Throughout the year, Glowhaus will be home to engaging, multi-branded events. The first event kicks off on Saturday, September 9 with the Glowhaus ReTreat. Shoppers will get their first taste of the Glowhaus experience with mini-treatments from the brands, special gifts with purchase and Instagram-worthy treats.