NEW YORK — Shiseido’s new counter at Macy’s Herald Square was unveiled on Wednesday morning, complete with a walk-up-style makeup bar and a Skin-Touch Analyzer, with which customers can receive in-depth evaluations of their skin types.
“The entire counter was designed with customer expectations in mind,” said Heidi Manheimer, president for U.S. operations of Shiseido Cosmetics (America) Ltd., adding that, with the opening of the new counter, “we strive to be in the top five brands.” And, while Manheimer would not comment on sales figures, industry sources expect the new 470-square-foot space to reach up to $3 million in sales in the next two years. Sources speculate that the counter is now doing $2.4 million.
Wednesday’s unveiling marked the brand’s second U.S. global counter installation; the first counter opened at Bloomingdale’s in November 2004. Ron Klein, chairman and chief executive officer of Macy’s East, was present to help cut the ribbon, along with Richard Arnstein, executive vice president and general merchandise manager of Macy’s East, and Toshio Negami, chairman and ceo of Shiseido Cosmetics (America) Ltd. Klein spoke about the brand’s first counter in the store, which opened about 25 years ago.
“If you walked into this store 26 years ago, there would have been no Shiseido,” he said. “And now we’re the number-one counter in the U.S.” Klein discussed the importance of providing the optimum environment for the consumer, and cited Shiseido’s new space as an example of that type of environment. “We are not a need-based retailer, we are a want-based retailer,” he said. “And if there’s anything changing in retail right now, it’s the importance of the environment.” Manheimer agreed, adding, “I just think we’ve made a lot better use of the space.”