A state-of-the-art and sophisticated shopping experience awaits shoppers as Macy’s Herald Square unveils a striking new look for its signature world of beauty and fragrances today. The long-awaited reveal has been months in the making, culminating with the most dramatic makeover of a beauty department in modern retail history. Re-fashioned within a brand-new 24,000 square-foot space and re-imagined within the grand architectural setting of the majestic Main Floor, the new Cosmetics and Fragrances department at Macy’s Herald Square will be the pre-eminent retail showcase for beauty brands and salon services. New luxury and prestige brands in color, treatment and skincare collections, as well as brand new counters, shops and bars for brows, blow-outs and nails will elevate the customer experience and exceed their expectations. Beauty will truly be in the eye of the beholder as Macy’s Herald Square restyles the world’s ultimate beauty destination. “Beauty is always one of the most dynamic businesses and departments at Macy’s Herald Square,” said Muriel Gonzalez, executive vice president/general merchandise manager for cosmetics, fragrances and shoes. “With the renovation of our flagship store, we were able to completely re-imagine the space devoted to all things beauty, allowing us to bring in luxury brands such as Dolce & Gabbana, Hermes, La Mer, Laura Mercier, Jo Malone London and Tom Ford, and for the first time, layer in salon services for nails, brows and hair all in one location. Macy’s Herald Square undeniably has the most powerful presentation for beauty in New York City.” She added, “In addition to the new color, skincare and fragrance collections being introduced, all of our existing vendors embraced the spectacular changes at Macy’s Herald Square with their own state-of-the-art installations that are unique, interactive and the most exciting cosmetics counters in the city.” Beauty indeed does start from within. Located in the heart of the store and at the crossroads of the Main Aisle and the newly opened Memorial Door Entrance off of 34 th Street, the new Cosmetics and Fragrances department at Macy’s Herald Square is the crowning moment of the extensive Main Floor renovation begun last year. Redesigned with new architectural accents and structural elements, two sets of sweeping marble staircases along both the 34 th and 35 th Street sides of the store frame the stunning new department and create a spectacular arena for shopping. For the first time, show windows along 34 th Street have been opened to provide vistas from the street into the store. Passersby can now experience the energy and excitement of the city’s most popular beauty destination as they travel along the bustling thoroughfare. Once inside, shoppers enter a world of breathtaking beauty accented by modern design aesthetics and a sleek, modern sensibility. A brand-new Kiehl’s shop complete with its signature motorcycle display is offset by Macy’s award-winning Impulse Beauty concept. Steps away from 34 th Street, an outpost for Blow, the New York Blow Dry Bar Express and everyone’s favorite trend-setting brands including Bare Escentuals, Benefit, butter LONDON, essie, Inglot, Lipstick Queen, Smashbox, Tarte, Too-Faced, and Urban Decay await the shopper inside. Providing express services and views from 34 th Street, Blow’s new outpost will be first stop for fast blow-outs, up-dos and quick re-styles and then it is off to Benefit’s Brow Bar for a quick re-shape. Nestled underneath the new Mezzanine Level, Bobbi Brown’s fabulous new counter is within reach from 34 th Street with multiple seats for makeovers. Custom counters featuring video screens, new fixtures, visual elements, expanded assortments and state-of-the-art technology from Chanel, Clarins, Clinique, Dior, Elizabeth Arden, Estee Lauder, Fashion Fair, Lancôme, M.A.C, Origins, Shiseido, and YSL are the premier destinations for these prestige brands. Dior’s new nail bar offers quick coats of color for tips. Counters will offer enhanced services through interactive technology and language translation. New luxury brands in color include: Dolce & Gabbana Make-up, Laura Mercier and Michael Kors that join a star line-up of new skincare brands including Kiehl’s Since 1851, La Mer and SK-II.