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How shoppers tend to shop for fragrances online

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Macy’s has unveiled a set of in-store interactive perfume displays which allows customers to choose a perfume based on a scent rather than the brand, which is how shoppers tend to shop for fragrances online.

After identifying that customers like to shop for perfume by brand in store, but by searching for scent notes – such as citrus or floral – online, Macy’s wanted to provide shoppers with an innovative way to discover fragrances in this way in store.

— Read more at #Shoptalk19: Macy’s to roll out in-store fragrance finder at Essential Retail.

The outdoor lifestyle

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And with these sentiments in mind, Gorham set out to imbue Byredo’s aesthetic and enthusiasm for the senses into the outdoor lifestyle, from Eleventh Hour’s evocative aromatic elements to handpicking products symbolic of camping culture (Stanley thermos bottles! Vargo pots! JJJJound cutting boards!) to collaborating with renowned French chef Jean Imbert on an evolving menu of freeze-dried delicacies.

— Inside Byredo's Eleventh Hour pop up store in Paris. Read more at Exclusive: Get a First Look at Byredo’s Camping-Inspired Perfume Pop-Up in Paris at Vogue.

Make the cosmetics aisles more of a destination than a stopover

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Department stores are being forced to rethink how they sell higher-end makeup and perfume as competition intensifies from discounters like Target, specialty chains like Sephora and Ulta and online brands. So stores like Saks and Macy’s are promising workouts for your face, augmented reality and beauty treatment concierges as they try to attract millennial customers and make the cosmetics aisles more of a destination than a stopover.

— Read more at Department stores making themselves over in beauty battle at AP News.

The aggressive perfume spritzers

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While shoppers might still see an occasional sign featuring a glowering model in a statement lip, the glass cabinets have been replaced with antique armoires and self-serve shelves full of products. The aggressive perfume spritzers have been replaced (at least at the Guerlain Parfumeur boutique) with a digital consultation service where visitors can choose from 110 different creations and personalize their own bottle.

— Read more at Saks Fifth Avenue Rolls The Dice By Moving Beauty Department Off Ground Floor at Forbes.

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