Neiman Marcus Unveils Trending Beauty Shop

Neiman Marcus is the latest department store retailer to make a big Millennial beauty play.
On Friday, Dallas-based Neiman’s will unveil its first Trending Beauty Shop on the beauty floor of its NorthPark Center flagship store and on neimanmarcus.com. The Trending Beauty Shop will hold 650 stockkeeping units from 45 brands across the makeup, skin care and “self care” — an assortment of candles, aromatherapy oils and ingestibles — categories.
To assemble the array of mostly young, indie brands, Neiman’s assembled a “task force” of its Millennial-aged assistant buyers, planners and coordinators from the beauty merchandising team. The team of about 20 twentysomethings searched social media to procure a lineup of new vendors, including Dr. Barbara Sturm, Edward Bess, This Works, Smith and Cult, Sunday Riley, Bioeffect, Joanna Vargas, Hum Nutrition, May Lindstrom, Ouai, Kosas, KNC Beauty, Lipstick Queen and RMS Beauty.
At the NorthPark location, the products are housed in a space that is only about a few hundred square feet but is visually differentiated from the rest of the retailer’s beauty floor. The space is outfitted with modern wood and metal fixtures, and is punctuated with bright pink neon signage.
Neiman’s is not the first department store to make

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