The company is continuing its beauty department transformation by signing an exclusive partnership with Mac Cosmetics.
From mid-year onward, Myer will be the only department store selling Mac products. The products will be available shortly after Fenty Beauty’s arrival, which will hit shelves in May. Myer has added more than 22 beauty brands to its portfolio since the start of last year.
“Myer is firmly focused on winning the younger beauty customer and every move we make is anchored to that strategy,” Myer’s Chief Merchandise Officer, Belinda Slifkas, said.
Part of Myer’s expansion into the beauty market will be the new emphasis on its in-store services, with the brand adding that immersive experiences are on their way. The new service‐led model will debut in full at Myer Sydney’s beauty hall following its redevelopment.
