Bluemercury, the beauty retailer owned by Macy's, has relaunched its own cosmetics brand, Lune+Aster, introducing a new identity and an expanded makeup selection. This initiative is part of the company's strategy to enhance personalized luxury beauty retail.
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The relaunch features a fresh positioning, "Beauty, Uncomplicated," along with updated branding and a curated product portfolio aimed at simplifying beauty routines. The initial assortment includes multifunctional makeup products, with plans for further innovations in complexion, eye, and lip categories by 2027.
This initiative is part of Bluemercury's broader merchandising strategy, which includes an expansion of its prestige beauty offerings with brands such as La Prairie, ELEMIS, Neuraé, True Botanicals, and LYMA. The new Lune+Aster range is available in the retailer's U.S. stores and on its e-commerce platform.
The relaunch signifies the increasing importance of proprietary beauty brands and differentiated merchandising strategies within the prestige retail sector, enabling retailers to enhance their brand positioning, oversee product development, and meet consumer demands for more personalized shopping experiences.