The Beauty Suite Pop-Up Shop @ Macy's Herald Square

"Welcome to The Beauty Suite! Discover of-the-moment trends and enjoy sweet surprises along the way."

The Beauty Suite - Macy's.JPG

As lead copywriter for Macy's Innovation Lab (aka The Magic Lab), I helped conceptualize and create copy for The Beauty Suite pop-up shop. The experience was designed to give customers a new way to shop for beauty: Multiple brands in one place to showcase the latest makeup and skincare trends. Our partners Sugarfina provided the sweet treats (what's better than cosmetics and candy?) and SOFTlab created the installation.

I created copy for the following:

  • Pop-Up Shop Name
  • Manifesto (see above)
  • In-store Signage 
  • Video
  • Trend/Wall Menus 
  • Gumball Machine Signage 
  • Gumball social sharing instructions 

I also consulted on the sitelet experience, email banners and various event announcements. In an attempt to make our words feel more relatable to customers, I gathered quotes from Macy's employees to feature on the trend/wall menus.  

Check out the 360 degree view and work examples below.