After offering them to customers because the late ’90s, Bluemercury’s store in tony Recent Canaan, Conn., has had its own makeover.

The Macy’s-owned beauty chain revealed a latest design and retail format on the reopening of the shop that it has had since 2012, shaking up its previous approach to merchandising at that location. 

Anchoring the brilliant and airy location is a latest center bar, the bottom of which is painted a dark navy blue shade, contrasting with the remainder of the white-on-white store. That is where clients might be offered consultations, tutorials, latest offerings and the possibility to find brands with Bluemercury’s in-store beauty experts.

The realm of discovery on the middle bar known as The Cache, Bluemercury’s initiative launched in October 2022 to usher in up-and-coming brands on the leading edge of innovation. On the Recent Canaan location, Nasomatto, Vyrao, House of Bao and The Harmonist are currently on display, although this might be refreshed frequently.

Along with The Cache, there’s been a shift within the products on offer, with 65 latest brands, 12 of that are latest to Bluemercury nationwide.

This features a bigger-than-ever deal with fragrance, with brands like D.S. & Durga, Baobob and Trudon. The 2 hottest brands in fragrance since re-opening have been D.S. & Durga and Tom Ford, in accordance with a representative for Bluemercury.

Earlier this yr, Bluemercury told WWD that fragrance has grown most since 2019.

Also on display within the fragrance section are giant candles by Baobab and Trudon, a few of which weigh around 23 kilos. Each brands can be found online, but Bluemercury Recent Canaan is the one brick-and-mortar location to hold them. And for those customers who purchase the 23-pound candles, they’ll be glad to know that there is accessible parking outside the shop.

In skincare, Bluemercury has brought in an enhanced collection of dermatological skincare solutions from brands like SkinMedica and Obagi, catering to increased consumer demand on this area. In body care, Aesop and Cerulean 6° join the fray.

There’s also a hair tools and face tools playground where clients can try first to find out one of the best styling tools and accessories for his or her hair.

In the back of the shop is the newly redesigned spa, complete with HigherDOSE Full Spectrum Infrared Sauna. The treatment rooms’ offerings will include signature facials from M-61 Skincare and brand partners akin to Obagi, ReVive, SkinCeuticals and SkinMedica. 

Bluemercury was founded in 1999 by Marla Malcolm Beck and Barry J. Beck in Washington, D.C., and sold to Macy’s in 2015 for $210 million. It has a complete of 178 store locations across the U.S.

The Recent Canaan store will function a test-and-learn location for brand new experiences, formats and services.