Macy’s Adds SmileDirectClub to Impulse Beauty Department

Macy’s is giving its shoppers a new reason to smile. The latest addition as the retailer tweaks its department stores to fortify store traffic is a partnership with SmileDirectClub. One hundred Macy’s doors will offer SmileDirectClub’s Smile Kits which, until now, were only available for purchase online. Retailing for $79, the Smile Kits sold at the Macy’s locations were custom designed for the store and differ from the brand’s original kit sold at https://ift.tt/2fXZpwP. “We are so pleased to offer the new Smile Kit at Macy’s, bringing a fresh and unique category to our beauty floor,” said Nata Dvir, Macy’s general manager of beauty. “Through our partnership with SmileDirectClub, we are able to give Macy’s customers another avenue toward achieving a holistic approach to beauty – and access to a better smile at an affordable price point.” The kits will be featured in the Impulse Beauty department, an area carved out from traditional cosmetics that is now devoted to contemporary niche lines. Dvir has made it clear she wants to court Millennial shoppers in her quest to make Macy’s the go-to stop for beauty. Her toolbox includes adding brands such as Sunday Riley and ramped up training for beauty advisers. With younger consumers

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