Bluemercury Opens New Store In TriBeCa And Answered About What’s To Come

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Bluemercury Opens New Store In TriBeCa And Answered About What’s To Come

Barry Beck, Marla Beck, Daniel Kaner & Sonia Kashuk

Source: Photo Credit: Hunter Abrams, BFA.
Bluemercury Opens New Store In TriBeCa And Answered About What’s To Come

Sonia Kashuk and George Ledes

Source: Photo Credit: Hunter Abrams, BFA.
Bluemercury Opens New Store In TriBeCa And Answered About What’s To Come

Lauren Rodolitz & Chris Salgardo

Source: Photo Credit: Hunter Abrams, BFA.
Bluemercury Opens New Store In TriBeCa And Answered About What’s To Come

Barry Beck, Laura Slatkin & Marla Beck

Source: Photo Credit: Hunter Abrams, BFA.
Bluemercury Opens New Store In TriBeCa And Answered About What’s To Come

Jasmine Chess

Source: Photo Credit: Hunter Abrams, BFA.
Bluemercury Opens New Store In TriBeCa And Answered About What’s To Come

Source: Photo Credit: Hunter Abrams, BFA.
Bluemercury Opens New Store In TriBeCa And Answered About What’s To Come

Barry Beck, Marla Beck & Terry Lundgren

Source: Photo Credit: Hunter Abrams, BFA.
Bluemercury Opens New Store In TriBeCa And Answered About What’s To Come

Barry Beck, Jamie Rosen & Marla Beck

Source: Photo Credit: Hunter Abrams, BFA.
Bluemercury Opens New Store In TriBeCa And Answered About What’s To Come
Bluemercury : TriBeCa Opening

Source: Photo Credit: Hunter Abrams, BFA
Bluemercury Opens New Store In TriBeCa And Answered About What’s To Come

Barry Beck, Cara Crowley & Marla Beck

Source: Photo Credit: Hunter Abrams, BFA.
Bluemercury Opens New Store In TriBeCa And Answered About What’s To Come
Bluemercury : TriBeCa Opening

Source: Photo Credit: Hunter Abrams, BFA.

 

It is quite an accomplishment to have opened your tenth store in Manhattan with Tribeca (and subsequent 11th store in Columbus Circle). Did you ever dream that would happen when you started Bluemercury?
“It’s an incredible milestone to open our Manhattan store numbers 10 and 11 within the same week. With each new location, we fulfill our mission of being the best in the world at giving beauty advice and being the friendly neighborhood store where you can find the most coveted luxury makeup and skincare brands. We are accelerating our store opening cadence and continue to be the go-to source for luxury beauty to the Suburban Power Mom and the Urban Superwoman.”
“We successfully cluster our stores in each city both raising our brand awareness and essentially building a moat of convenience around our customer, with some of our best customers visiting us 3 to 4 times per month. Interestingly, 75% of our New York City customers live within a 5 block radius of the Bluemercury store they frequent. We believe that we can ultimately have more than 40 Bluemercury stores in New York City alone, acting as a ‘last mile distribution hub’ for both replenishment and new product discovery.”
–   Barry Beck, COO and Co-founder, Bluemercury

“Our business has always been about solving our customers’ beauty needs. The beauty shopper today demands hyper-customization and hyper-personalization in their beauty buying experience. Our beauty experts are the most knowledgable in the industry and have to be “Human Googles” for beauty products.”

–  Marla Malcolm Beck, CEO and Co-founder, Bluemercury
How do you describe what is in your DNA that is your point of difference?

“First, our real estate strategy: We’re located near where our customers live and work. So that means they are using us as their “drugstore” for all their beauty needs. The second thing is our expertise. We continue to invest in it to make sure we have the best experts in the industry in our stores that can help you with skincare and makeup. Yes, everybody is upping their game but so are we. It’s hard to find a multi-branded store where you can really get amazing advice. There’s also continued emphasis on our services; we do makeup, spa services, brow styling. We did 100,000 services last year alone. That’s a big piece of it. And then our sampling is phenomenal. If you’re going to come in, we not just going to give you one eye cream, we’re going to give you three different ones to try.”
“The whole idea was really problem-solving the process of purchasing beauty. Our mission was—and is— to be the best at giving beauty advice. Shopping for beauty is a really complicated and personal process. If you have acne and you want to find the best product for you, for example, that’s a really personal thing. Bluemercury is for discovery, expertise, tips and tricks. I’ve always said, I don’t know what products we’ll be carrying 10-15 years from now, but we’ll always be the best at giving beauty advice.”
–  Marla Malcolm Beck, CEO and Co-founder, Bluemercury

 

What accomplishment are you most proud of since the launch of the Bluemercury brand?

“We started with one small store in Georgetown, Washington, D.C. in 1999, with a simple philosophy that we would rather have our clients leave with a bag full of samples, than ever get a product that was not 100% right for them. Now, 17 years later, we have more than 97 stores, and will be opening store number 100 this summer. As we open each new store, we continue to see more opportunities for hundreds of more stores across the country and possibly around the world. I always tell our team that in 20 years, I don’t know exactly which beauty products we will be selling, but I know we will be the best in the world at giving beauty advice.”
– Marla Malcolm Beck, CEO and Co-founder, Bluemercury
“Our partnership with Terry Lundgren of Macy’s was the capstone of our journey as we joined forces with one of the world’s greatest retail minds, in what would be this Fortune Company’s first acquisition in more than a decade. After many hard years at work, it was an amazing feeling of recognition of the innovation and value we had created.”
–  Barry Beck, COO and Co-founder, Bluemercury

 

What do you feel was the most important factor in your success?
“We were able to build Bluemercury in what sometimes felt like legions of competition because we built a unique business model that was unable to be replicated. Everything we do is focused on being the friendly neighborhood store where you can get expert honest advice.
– above attributed to Marla Malcolm Beck, CEO and Co-founder, Bluemercury
“But the real secret to our success came from several key innovations around our people, product and place. This is our commitment to our innovative human resource model, our unique approach to merchandising and private brand creation and our exceptionally laser focused real estate strategy.”

– Barry Beck, COO and Co-founder, Bluemercury
Is there anything you would like to add?

“Our model is like no other out there. We are the friendly, neighborhood store where you can get expert, honest advice and the highest quality, most effective products. We fall into what I call the “assisted open-sell” category. We have a team of over 300 makeup artists and estheticians who are absolute product junkies and adore helping clients with makeup and skin care. We have spas at almost every location and did over 100,000 spa treatments last year alone. Because we target a specific demographic, women ages 25-50, we are able to offer a range of products to meet all of our clients’ needs—from luxury brands like La Mer, La Prairie and Chanel to clinical brands, such as Revive and Skinceuticals to niche brands like Ren, Acqua di Parma, Sara Happ and more. Also, because we have spas, we tend to see our clients for all of their needs, such as brow stylings, facials and bikini waxing.”
“Pre-recession, there was a fever pitch of clients looking for highly effective, beautiful and natural products. They felt like natural products weren’t that effective and didn’t smell great or weren’t packaged well. On the opposite end of the spectrum, our clients are also technical skincare die-hards who love active, ingredient-driven products but wished that our lines eliminated parabens and some other undesirable ingredients. So I embarked on a research project to figure out how to bridge these two worlds. The result was M-61, which marries dermatologist-loved, potent ingredients with vitamin-packed, highly researched naturals. M-61 is named after a blue galaxy. It is one of the few “resolved” galaxies, which means scientists understand how it works and all of the science behind it. We developed our packaging in house with our own graphics team. I also wrote every single piece of copy for the products and all of our training materials myself. I think all those years of helping clients on the store floor helped me to realize exactly what clients wanted in packaging. They want beautiful packaging that travels well. They want the ingredients, skin typing and benefits on the front of the products. They want a clinical feel. And, for clinical skincare, it really needs to be unisex and accessible to men. Our M-61 boxes are completely recyclable and were manufactured using wind power. All product containers are made with plastic, metal, glass and cardboard, and all elements are recyclable (with the exception of the Power Glow Peels, which are individually wrapped in plastic. These are “airless.”).”
– Marla Malcolm Beck, CEO and Co-founder, Bluemercury

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