EXCLUSIVE: JLo Beauty Enters Macy’s
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Macy’s beauty offering now includes Jennifer Lopez’s JLo Beauty.
“I’m so excited that JLo Beauty will be available at Macy’s,” Lopez said in a statement. “JLo Beauty empowers women with transformative, clinically proven formulas that deliver an inner and outer glow at any age. Macy’s — with its wide and diverse reach — is an ideal partner for us in our quest to bring more people our high performance skincare and body products, proving beauty has no expiration date.”
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Launched in 2021, Lopez unleashes the “secret” to her glow for every age with JLo Beauty. Her first eight releases were two moisturizers, a cleanser, face mask, eye cream, two serums and dietary supplements formulated with ingredients like squalane, fermented oil, extra virgin olive oil and leaf extract. At Macy’s the assortment of 26 products includes “fan favorites,” according to the company, including the glow serum and booty balm. Prices range from $15 to $105.
“We track and use our data science and our customer feedback on what they are looking for in our assortments here. And it was one of those things that we just knew, from the customer feedback and what we were seeing from them, that we needed to have [JLo Beauty] come into our assortment. And so, from there we started the conversations with the JLo Beauty team,” said Nicolette Bosco, vice president of beauty at Macy’s.
The department store utilizes its in-house MPL scores, she said, as well as platforms Circana and NPD to better understand shoppers.
“And then obviously we have an amazing group of beauty advisers,” she went on. “And out in our stores, as I travel the stores consistently across the U.S., I always am asking them, ‘What is out there? What do you think you would love to see? What are the consumers asking, and what would they love to see?’”
The Macy’s beauty buyer is seeking “great product at a great value,” she said of learnings. “They are inspired by the different trends they see out there socially — obviously in the pop culture world, and then relating that back to how they can access and get that piece of brand or lifestyle for them.”
Brands found at the Macy’s beauty counter include Kylie Cosmetics by Kylie Jenner and Pattern Beauty by Tracee Ellis Ross. With JLo Beauty, Macy’s is leaning into skin and body care — by a Hollywood face. The Macy’s beauty selection rages from Chanel, Dior and Gucci to MAC Cosmetics, Too Faced and Urban Decay.
Shoppers can find goods at Macy’s stores — including the new, off-mall “small-format” shops that opened this year — site and app.
“We are really looking at the different channels as a way to ensure that we are where our shopper and our consumer wants and is,” said Bosco. “And how they want to shop every day, day in and day out, we want to make sure that we are bringing the best experience for them.”
Through its “Mission Every One” initiative, Macy’s plans to “direct $5 billion” of spend by 2025 “into our people, our partners, our products, programs and really wanting to ensure that we’re having a more equitable and sustainable future and product assortment and really more empowered voice in the retail market for our consumers,” she added.
And as retail enters fall, the focus is on holiday.
“We have JLo Beauty in our gifting and our holiday setups,” said Bosco. Macy’s will have a new exclusive set from JLo Beauty in the coming months.
“We are so excited for holiday at Macy’s,” she went on. “I probably live in holiday all year long. But we really shine during the holidays, and I think beauty, we really take that step to ensure that we are bringing that whimsy and gifting and just kind of the spirit of the holidays and the joy that it brings to our consumers. So this year, I’m really excited that we have a really amazing curated assortment of gifts.”
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