The 36,408-square-foot beauty department will feature a hair and nail bar, spa rooms, virtual tech integration and more, marking the next step in the department store's larger overhaul to remain relevant in the age of DTC, digital-first brands

Department stores are increasingly revamping their beauty departments to raise their appeal to younger customers. Bloomingdale’s is doing so at its flagship in New York City, overhauling the department to feature the most innovative value-added services and products.

The 59th-Street store will feature a number of different services, include spa rooms, hair and nail bars, a shopping service and top trending brands. Bloomingdale’s is incorporating brands like Glowhaus and Wellchemist, which have an aesthetic and branding are aimed directly at a millennial audience. The biggest update, however, comes in the form of a new tech integration intended to improve the shopping experience by helping customers virtually trial products without the mess.

Finally, Bloomingdale’s also introduced beauty stylists to help customers on the floor, giving tutorials and recommending products. “The reimagined Bloomingdale’s cosmetics floor is the next phase in our flagship store’s near-complete total transformation,” Francine Klein, vice chairman and GMM for shoes, handbags, fashion accessories, fashion and fine jewelry, cosmetics and outlets at Bloomingdale’s, said in a statement reported by Retail Dive. “The beauty department is the first stop on every customer’s journey upon entering the store and in renovating the space we had to ensure that it would capture and engage our shoppers.”

Bloomingdale’s

Department stores are increasingly revamping their beauty departments to raise their appeal to younger customers. Bloomingdale’s is doing so at its flagship in New York City, overhauling the department to feature the most innovative value-added services and products.

The 59th-Street store will feature a number of different services, include spa rooms, hair and nail bars, a shopping service and top trending brands. Bloomingdale’s is incorporating brands like Glowhaus and Wellchemist, which have an aesthetic and branding are aimed directly at a millennial audience. The biggest update, however, comes in the form of a new tech integration intended to improve the shopping experience by helping customers virtually trial products without the mess.