MAC x Bumble and Bumble concept opens in Dallas
Estée Lauder Companies. Inc. sister brands MAC Cosmetics and Bumble and Bumble have teamed up in Dallas to create their first co-branded makeup and hair studio that will compete with Ulta's cosmetics and in-store salon model.
Half of the new 2,200-square-foot MAC x Bumble and Bumble concept store will function as an express salon featuring blowouts and makeup applications. The other half of the store will sell cosmetics at retail.
Gustavo Andriani, MAC's SVP and GM for North America, said the goal of the space is to help the customer create a complete look. The brands will be fully integrated from a retail and service standpoint.
Four hair stations and two shampoo seats will sit across from five MAC makeup stations. The space's design features a lot of glass, customizable lighting and a selfie wall. The goal is to focus on consumer experience and to encourage customer-generated content that gets shared on social media.
Andriani said the two brands have worked in tandem behind the scenes at fashion week before, but they have tried to keep their individuality by never officially co-branding until now. He called MAC an artist brand that sells makeup and said the new concept shop is "a very current way of talking about our heritage.”
According to Bumble and Bumble's global GM, Zach Rieken, the service menu distinguishes this new concept from competitors, namely Ulta. Rieken named teen-focused applications, makeup parties, and tattoo cover ups as some of the concept's unique services.
The store is projected to drive 25 percent of business through services while the remaining 75 percent of business will come from retail sales. This could be the growth MAC needs to press its $2 billion business ahead.
Express service salons are a prevalent model in the beauty industry. Drybar's popularity has exploded, allowing the brand to establish itself in almost 90 locations, and express single-process root-touch-up salon Madison Reed is in the process of applying recently obtained funding to open up to 25 new locations in the next year and a half.
Andriani called the Dallas store a test and said there are no additional plans to roll out more stores following the concept model at this time. It follows MAC's shop-in-shop studio in Nordstrom, Westfield Century City.
The new MAC x Bumble and Bumble Makeup and Hair Studio is now open at Dallas' NorthPark Center between Neiman Marcus and Nordstrom.
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