Raising the Bar
Peter Lichtenthal, president of Bumble and bumble, shared some exciting news with me recently. This month, the company will open the first-ever hairstyling destination in Bloomingdale's in New York City as part of the retail giant's extensive redesign of its cosmetics department on the main floor. The Bb. StylingBar will be staffed by Bumble and bumble-trained stylists, who will offer "no wash, no appointment" styling services, including blow-outs, updos and braids. Bb. product specialists will also be on hand to consult with customers and provide complimentary hair and product advice.
The Bb. StylingBar will not only be hands-on but also high-tech. The space will be equipped with several interactive multimedia screens that will showcase the styles offered at the StylingBar and allow clients to interact with the brand. Touch-screen look books complete with how-tos and product combinations can be perused, while a state-of-the-art salon locator can help clients find a Bumble and bumble network salon near them.
"A key goal of our Bb. StylingBar was to expose the millions of consumers from North America and around the world who visit the Bloomingdale's beauty floor each year to Bumble and drive them to the absolute best cut and color services," Lichtenthal says.
This is a first for our industry. To have a professional haircare line in a major department store is one thing, but to have beauty professionals on hand to provide services is a win-win for our industry. I think it will offer a totally new experience for consumers in the hair category, and it raises the bar for all of us.
An artist's rendering of The Bb. StylingBar at Bloomingdale's in New York City
Bloomingdale's approached Bumble and bumble because of its unique concept of offering both the best in product and styling services. "We are very excited to be the first retailer in the world with a Bb. StylingBar," says Howard Kreitzman, vice president and DMM for cosmetics and fragrances.
"Hairstyling has never been truly represented on the cosmetics floor, and we're proud that Bumble and bumble will be the first to bridge two worlds by bringing a complete beauty experience to Bloomingdale's shoppers," Lichtenthal says. "Hair is essential to beauty, and the craft of hairdressing is what Bumble and bumble is all about." —Marianne Dougherty, editor in chief, email@example.com