Dive briefs:
- To mark its first department store partnership, Tracee Ellis Ross’ hair care line, Pattern Beauty, will be available in partnership with Macy’s on the retailer’s website, mobile app and select stores nationwide.
- Prices range from $9 to $25, and items available at Macy’s include detangling products, curl mousses, edge tools, According to Wednesday’s press release.
- The partnership adds to Pattern’s list of retail partners, which includes Sephora, Ulta and Boots.
Dive Insight:
Macy’s is working to expand beyond skincare, fragrances and cosmetics into hair care.
“Tracee Ellis Ross and her brand empower everyone to celebrate individuality, centered around celebrating black beauty and textured hair,” said Nicolette Bosco, vice president of beauty at Macy’s. said in a statement. “Through our social purpose platform, Mission Every One, we are committed to expanding our diverse brands and offering our customers more choice. and continue to evolve hair care with Pattern’s product range.”
For Pattern, this partnership will help brands reach a wider customer base. Digital native brands are increasingly realizing the importance of entering into wholesale partnerships with retailers to reach consumers where they shop. Traditional retailers such as Nordstrom and Target also want to reap the benefits of introducing new brands, such as driving traffic to their stores.
In addition to offering celebrity-backed beauty brands, Macy’s is also investing in its diversity and sustainability goals. Announces plans to spend $5 billion by 2025 As part of the Mission Every One initiative, which aims to foster social change by supporting people, communities and the environment.In the same month, the company New brand platform “Own Your Style” announced.
As Macy’s pushes further into the beauty space, it faces competition from another major retailer, JC Penney. In 2021, retailers Teamed up with Thirteen Lune Introducing the JC Penny Beauty Station with stores filled with a variety of hair, skincare and other product categories. In September last year, the company Decided to add JC Penny Beauty Hub It will expand to 300 stores at the beginning of this year and 600 stores by this spring.
