Bluemercury Unveils New Store Format in New Canaan

After offering them to customers since the late ’90s, Bluemercury’s store in tony New Canaan, Conn., has had its own makeover.chain revealed a new design and retail format at the reopening of the store that it has had since 2012, shaking up its previous approach to merchandising at that location.

This is where clients will be offered consultations, tutorials, new offerings and the chance to discover brands with Bluemercury’s in-store, Bluemercury’s initiative launched in October 2022 to bring in up-and-coming brands on the cutting edge of innovation. At the New Canaan location, Nasmotto, Vyrao, House of Bao and The Harmonist are currently on display, although this will be refreshed on a regular basis.

This includes a bigger-than-ever focus on fragrance, with brands like D.S. & Durga, Baobob and Trudon. The two most popular brands in fragrance since re-opening have been D.S. & Durga and Tom Ford, according to a representative for Bluemercury. There’s also a hair tools and face tools playground where clients can try first to determine the best styling tools and accessories for their hair.

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