Saks Is Switching Things Up
For years, walking into Saks Fifth Avenue has been a melting pot of various designer fragrances, the latest bags from my favorite brands, and the most coveted skincare in the game. It personally kept me glued to that first floor, an unbelievable source of impulse buys and occasional regrettable purchases. Turns out, though, that times are changing. It's time to say goodbye to the first floor.
The growing industry of popular boutiques like Glossier's showroom, pop-up shops dedicated purely to Urban Decay and Benefit, as well as the increasing preference for online shopping through Ulta and Sephora have posed considerable competition to the classic department store cosmetic experience. The days of being sprayed by designer perfume in a labyrinth of beauty counters and lured into impulse buy because of those makeup advertisers are few and far between.
So Saks has moved its famous first floor dedicated to beauty to the second floor, with a gallery 40% larger than before to better compete with a modern industry. Boasting 32,000 square feet, the new beauty area holds services such as spa treatments, intensive skincare regimes, and eyebrow shaping. (Stealing Ulta's Brow Bar...?) Another exciting aspect to this area is an event space reserved for celebrity appearances and workshops.
Here are just a few pictures of the new beauty section, loaded with spa options, a "face gym", and endless counters of the makeup you've been dreaming of.