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<ul><li>M·A·C Cosmetics has its first-ever Indian brand ambassador. </li><li><keyword id="2069863" type="General" weightage="20" keywordseo="bhumi-pednekar" source="Orion">Bhumi Pednekar</keyword> will be the face of the brand. </li></ul>M·A·C Cosmetics India has named Bollywood film star Bhumi Pednekar as its first Brand Ambassador in India. Throughout a long-term partnership starting in September, Bhumi will be seen as the face of M·A·C’s key campaigns and collections in India, elevating premium artistry and translating contemporary expression of glamour to makeup lovers around the country. Never afraid to break the mold and express herself in entirely new ways, Bhumi is a natural fit for a brand like M·A·C which celebrates individuality and self-expression above all else. She brings alive MAC’s ambition to inspire millions of young Indian girls, as she has always believed in the power of beauty as a positive process that promotes self-love and embraces flaws. “Freedom comes from recognizing you are beautiful outside of beauty standards” – a motto the millennial star lives by and advocates to her young fans as well. Furthermore, the partnership will bring her ardent love for makeup and trends to life as she will team up with Sonic Sarwate, Global Senior Artist M·A·C Cosmetics India, to showcase her stunning signature and versatile looks from bold to “no-makeup” makeup to vibrant and colorful ones; sharing beauty secrets, skincare regimens, and lifestyle with M·A·C fans as she currently does on her social media feed for those looking to get creative with makeup. “Being the first ever brand ambassador for M·A·C in India is an honor and a dream come true! Bhumi said, “As a teenager obsessed with the idea of beauty, for me to actually be able to own M·A·C products made me feel like I’ve really achieved something in life. I’m so excited to be working with a brand whose values &amp; ethics resonate so strongly with me &amp; I look forward to having an amazing journey with M·A·C!” “We’re so excited to have Bhumi become the face of M·A·C in India.” says Karen Thompson, Brand Manager, M·A·C Cosmetics India. “In addition to her passion for all things beauty, we were drawn to Bhumi’s strong point of view and message of inclusivity. She epitomizes our brand values and serves as inspiration to girls everywhere who dare to dream.” Since its founding in 1984, the leading professional makeup authority has teamed up with fierce tastemakers like Bhumi to create conversations and trends larger than beauty to represent diversity as well as the uniqueness of women.

M·A·C Cosmetics has appointed Bhumi Pednekar as its first Indian brand ambassador

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">Mallory Schlossberg/Business InsiderMacy's Last Act</div></div></div>Macy's in New York City is an iconic destination.But a recent visit to the Herald Square store shows the magic appears to have been lost. Walk past the licensed sections that are operated by their companies, like beloved cosmetics brands MAC and SK-II, and premiere brands that encase their handbags behind glass, like Gucci and Louis Vuitton, and ascend the escalators. You'll see disarray, you'll see ample discounts, and you might smell a faint whiff of foul yogurt if you walk past the kids' section.And it's not just Herald Square. The company as a whole is ailing.Sales have been down for five quarters in a row. For the first quarter of fiscal 2016, sales were dwn 7.4%. The company has openly discussed that foot traffic has been falling."The number of transactions declined 7% in the quarter, which is far worse than what was experienced last year," CFO Karen Hoguet said on a recent earnings call.Macy's has been trying to figure out how to get people back into stores - but its tactics might be the risk the reputation it may be trying to resuscitate.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Mallory Schlossberg/Business InsiderInside Macy's Herald Square</div></div></div>Obviously, the easy way to bring back foot traffic is to lure consumers with sales. It's a trick that's been <a href="http://www.businessinsider.com/retailers-have-trained-consumers-to-shop-on-sale-2016-6" target="_blank">employed by many of Macy's peers</a> in the mall. Nordstrom, arguably the more prestigious department store of the two, has even admitted that discounts aren't attractive to its consumers."Where we're seeing a big miss is in our clearance and promo - promotional business. So what we take away from that is, number one, the clearance and promotional environment is really noisy," copresident Erik Nordstrom said on an earnings call in May. "There's a lot of excess product out in the marketplace. It's certainly easy to shop online. There's some heavy, heavy discounting going on. And we're seeing that effect in our business." Nordstrom, however, has found a (semi) saving grace: its off-price business.The company's Rack stores have been its quiet success story. Though the fact that its Rack stores out number those of Nordstrom - there are 200 Rack stores in the United States, compared to 118 full-line stores in the country - and the company has plans to have <a href="http://www.businessinsider.com/nordstrom-rack-is-expanding-like-crazy-2015-10" target="_blank">300 by 2020.</a> thereby undercutting ordstrom' reputation as a premiere retailer, the company can at least report that comparable sales for its entire off-price business was up 4.6% in the most recent quarter.The company reported negative comparable sales (4.3%) for its full price business.Obviously, there's hope in the off-price business, so it shouldn't be too surprising that Macy's has wanted to get in on the game, especially at a time when consumers are spending less on apparel and young shoppers are prone to shop at cheap, fast fashion stores. The company announced that it would<a href="http://www.businessinsider.com/macys-closing-40-us-stores-retail-california-new-york-virginia-2016-1" target="_blank"> shutter 40 locations in 2016</a>, and the company is also creating off-price standalone stores called Backstage.But that might take too long - so enter in-store Backstage locations, which are serving as "pilots," as the company called them in a first quarter earnings <a href="http://investors.macysinc.com/phoenix.zhtml?c=84477&amp;p=irol-newsArticle&amp;ID=2167378" target="_blank">press release</a>. As of the end of the first quarter, there were six already open within pre-existing stores.But even before that, the company launched new in-store clearance sections called Last Act, an ominous name of sorts, as though to suggest that should all not go well, Macy's would be taking its bow. (Though, it would be fitting if its next effort is called Macy's Encore; at least that suggests that people want more.)According to <a href="https://www.macysinc.com/macys/testing-and-learning/default.aspx" target="_blank">Macy's Testing and Learning pag</a>e, it was intended to serve as a way to research Macy's Backstage, and a way to test out a new pricing structure. It turns out it was successful, as every single Macy's now has a Last Act section.This is, though, for better or for worse.This was a a quick for Macy's to get into discounting game, and a way to capitalize on the off-price business, use excess store space, and course correct inventory problems. In theory, that made it a good move."It was genius at the time because, clearly Macy's [was] s coming out of a really bad ... holiday season," Gabriella Santaniello, analyst and founder of A Line Partners, told Business Insider.But there are two crucial problems: one, Santaniello says that the clearance market is incredibly crowded as it stands.And two: they're unsightly, and send a mixed message for a company that's supposedly trying to repair its image."I think Last Act was a genius short-term fix, but I think long term, they're going to have to have to reassess. But that's not who they [are]," she said."They're going to have to decide who they want to be," she said.Santaniello points to an <a href="http://www.businessinsider.com/macys-new-store-could-get-people-to-pay-full-price-2016-6" target="_blank">updated location in Columbus Ohio</a>, one that's been fixed to make shopping a more upscale, pleasant experience. In these nicer stores, she says, Last Acts do not fly. In lower-tier stores, though, they could be at home.Should Macy's decide to pull Last Act sections, though, she says that they can be excised easily given the fact that they're simply sections placed inside existing stores. The same can be said for in-store Backstage stores; they're easier to pull cut than an entire standalone stone should they ultimately fail.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Mallory Schlossberg/Business InsiderMacy's Last Act</div></div></div>So this tactic - while displaying some ingenuity - is proof that the off-price business isn't a foolish one; it's just that Macy's execution may be faltering in the eyes of some consumers. Some experts believe that standalone stores with discounts could fare better, but time will tell how Backstage stores perform."The off-price business is sensible if run as a stand alone entity, much the way Nordstrom run their Rack stores," Neil Saunders, CEO of consulting firm Conlumino, wrote in an email to Business Insider. "However, when put in mainstream department stores it undermines the whole proposition and gives the sense that Macy's is a discount business, which it isn't. In some ways the off-price business is an admission of failure: Macy's can't sell enough product at full price so it has to resort to discounting and off-price selling. However, the company should spend more time on fixing the problems that prevent them selling at full price rather than adding new bits to the business."The comparison to Nordstrom is funny, given that Nordstrom is ailing, too."Nordstrom is suffering but Nordstrom is a much more pleasurable experience," Santaniello said. Consumers want more, she said, not just "discounting and think tis going to fly out the door" - something, arguably, that the cluttered Macy's is doing.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Mallory Schlossberg/Business InsiderMacy's Last Act</div></div></div>A walk through a Macy's store shows that there are problems that run deeper than Last Act."The two core problems are product and store environment," Saunders wrote. "On the product front, ranges are not differentiated enough and there is not enough newness in store or online. The assortment is also jumbled. You don't walk into Macy's and feel that the store is well curated with things you want to buy in each department; you walk in and find a very variable offer in terms of quality, design and style."It's true - you could be in one Macy's and feel like it's occupied by several very different tenants, with varying levels of cleanliness. The wedding registry section is pristine, but the women's section is dismal. "The Mixing Room" - a section next to Last Act in Herald Square - blurs between the two sections.Many - though not all - sections, even beyond Last Act, look haphazard with items strewn about. "On the store front, many stores look shabby and under invested. They are not pleasant places to shop - something that's disastrous in an era when digital shopping is growing," Saunders wrote. <div class="KonaFilter image-container display-table"><div><div class="image on-image">Mallory Schlossberg/Business InsiderInside Macy's Herald Square</div></div></div>Macy's, though, has years of history embedded into it, and the announcement of new CEO Jeff Gennette - who will take over from current CEO Terry Lundgren in 2017 - serves a sign of potential promise. "Macy's isn't a spent force but it is ill and needs radical surgery if it is to survive over the longer term. A new CEO can fix these things, but only with focus and determination," Saunders wrote. "Whether the business is prepared to make the necessary changes remains to be seen. If it doesn't start fixing its issues, however, the rot will firmly set in and it will go the way of Sears: a business not worth rescuing."Macy's is trying. The aforementioned store in Columbus, Ohio is a start, and in New York, the company's millennial One Below has been trying to make shopping more accessible for young people, with an Etsy store and grab-and-go makeup sections, with millennial friendly brands like MAC and Benefit. The company is adding in-store Bluemercury makeup stores, and 22 locations will be open by the end of fiscal 2016. The company is also upgrading its jewelry department. CFO Hoguet has spoken to making the shopping more experiential, too, as though to capitalize on what millennials like to spend on...experiences.But all the 'experiential' merchandise in the world still belies what the heart of a purchasable experience is: it needs to be something that would get people to get off their computers, because whether retailers like it or not, e-commerce is a very real threat, and recent Morgan Stanley research predicted would hold the majority of the apparel market share by 2020. And though Macy's has blamed a myriad of problems - the <a href="http://www.businessinsider.com/macys-cfo-reveals-4-reasons-the-company-blew-it-last-quarter-2015-11" target="_blank">weather</a>, and more - for its slipping traffic, the way to lure people to get into stores would be to make shopping pleasant. That might not be as far fetched as, say, the Arcade in One Below. It might start simpler."A really nice clean updated bathroom makes a world of difference," Santaniello said. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/ralph-lauren-new-interactive-mirror-shopping-fitting-room-2015-11">Ralph Lauren's new fitting room has an interactive mirror that looks like something out of a sci-fi movie</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="ZwZW8weTrwz2ZJuRtUD0-eYUsA-Mtibk" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

We went to Macy's and saw why the brand might be headed the way of Sears

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">Mallory Schlossberg/Business InsiderInside a Macy's.</div></div></div>Macy's has a problem: it's not a laser tag center or a Cheesecake Factory.Millennials prefer to spend their money on<a href="http://www.businessinsider.com/this-awesome-infographic-shows-how-millennials-spend-their-money-2016-5" target="_blank"> experiences,</a> not the apparel that is Macy's bread and butter. The younger generation does buy clothes, but when they do, it's often in the form of something quick, cheap, and fast.And, as Jason Dorsey, co-Founder and millennials expert at <a href="http://genhq.com/" target="_blank">The Center for Generational Kinetics</a>, told Business Insider, they're so prone to spending money on experiences that they often rent clothes and jewelry, which is a death knell to apparel retailers.And experiences can run the gamut: <a href="http://www.businessinsider.com/changes-in-the-fitness-world-2016-6" target="_blank">fitness classes</a>, for instance, are huge money suck for many young people. A SoulCycle class can run you $37, plus water and shoe rental. Going to Starbucks regularly can break the bank, as can going out to eat with friends (and Instagramming your food, of course). They also spend money on technology - after all, how else will they document said experiences?As experiences take a great share of young people's finite wallets, someone has to lose out. As <a href="http://www.wsj.com/articles/mall-owners-push-out-department-stores-1468202754" target="_blank">The Wall Street Journal</a> recently reported, many malls are tearing down department anchor stores to make room for stores they think will fare better at bringing in foot traffic, from restaurants to fast fashion stores to flat-out "experiences," like, specifically, The Crayola Experience."The definition of an anchor has changed," <a href="http://topics.wsj.com/person/L/Stephen-Lebovitz/1164">Stephen Lebovitz</a>, CEO of mall owner <a href="http://quotes.wsj.com/CBL">CBL &amp; Associates Properties</a> Inc., said to <a href="http://www.wsj.com/articles/mall-owners-push-out-department-stores-1468202754" target="_blank">The Wall Street Journal</a>. "Cheesecake Factory does as much business as Sears used to do."And don't forget straight-up fun times."I saw a laser tag [center] open in one of the malls," Gabriella Santaniello, analyst and founder of consulting firm A Line Partners, told Business Insider. A cursory Google search shows that laser tag is very prevalent in malls across America. America, meet your new department stores. <div class="KonaFilter image-container display-table"><div><div class="image on-image">Mallory Schlossberg/Business InsiderMacy's One Below sells millennial-friendly brands like Kate Spade.</div></div></div>Millennials don't like malls at it stands, so it's a wise move for malls to overhaul their department store anchors. "Department stores are at a disadvantage because they're often in traditional enclosed malls, which millennials don't particularly like if they have other options, such as outdoor malls filled with boutiques, restaurants, and diverse ground level <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">retail</keyword>," Dorsey said to Business Insider.And given the rise of online shopping (something millennials love, too), and the <a href="http://www.businessinsider.com/amazon-is-killing-department-stores-2016-5" target="_blank">imminent threat of Amazon</a>, it also makes sense that malls as a whole have been rethinking the way they go about bringing in foot traffic by focusing on selling things that cannot possibly compete with e-commerce. After all, you cannot consume a delicious meal online - only vicariously.While this new tactic is marginally good news for the mall industry - whose future otherwise looks <a href="http://www.businessinsider.com/a-new-report-signals-disaster-for-american-shopping-malls-2016-4" target="_blank">incredibly bleak </a>- it telegraphs a sad message to department stores like Macy's, who, if they don't figure out how to bring in foot traffic, will be the ones who potentially die out. And Macy's knows it has a foot traffic problem; CFO Karen Hoguet alluded to that on a recent <a href="http://seekingalpha.com/article/3974192-macys-m-q1-2016-results-earnings-call-transcript?part=single" target="_blank">earnings call</a>. But that's not singular to Macy's; many retailers, in fact, do. <a href="http://www.forbes.com/sites/barbarathau/2016/06/24/retails-dirty-open-secret-store-traffic-declines-are-shaking-up-the-shopping-experience/2/#39526e1024c8" target="_blank">Barbara Thau recently wrote in Forbes</a> that it's retail's "dirty open secret." It's pretty obvious why: if people can shop online, why bother going into the store? If it's an unpleasant experience - and shopping at Macy's can be - why even try to sort through the mess?<div class="KonaFilter image-container display-table"><div><div class="image on-image">Mallory Schlossberg/Business Insider</div></div></div>Macy's, though, has really felt the burn; it's seen sales decline for five straight quarters, and in its most recent quarter, sales plummet ted 7.4%. It announces second quarter results for fiscal 2016 in August.So naturally, the answer to save Macy's - or at least, to lure in millennials - would be to connect itself to experiences."From a retailer perspective, the entire shopping experience literally needs to be an experience, not a commodity," Dorsey said. "This may seem obvious, but in practice it's much harder to do, especially for department stores. For retailers integrating things like live music, exclusive events, digital gaming, and the unexpected-such as an impromptu fashion show-is what transforms retail shopping into an experience."Macy's has tried to do that. For starters, Macy's has its<a href="http://social.macys.com/sipandscan/" target="_blank"> Sip and Scan events f</a>or wedding registrants, wherein registrants drink the pointless "mocktails" and register at Macy's. (If it was real booze, would it change the game?) In the Herald Square location, interestingly, its home section with and registry department remain one of the few pleasant, pristine sections to shop.But what about finding away to cash in the experiences that it's not selling - like, say, fitness?<a href="http://news.morningstar.com/forbidden/smartarticleslogin2.html?vurl=http%3a%2f%2fnews.morningstar.com%2farticlenet%2farticle.aspx%3fid%3d757735&amp;referid=A1598" target="_blank">Morningstar analyst Bridget Weishaar </a>recently wrote that consumers will pay premiums for apparel that connects to their inherently active lives - since in order to experience those activities, they need the clothes. This, inherently, explains why brands like Lululemon are thriving. So Macy's is trying to truly build wellness hubs: places where they sell athletic apparel in tandem with wellness products.That's what it's doing with <a href="http://www.businessinsider.com/macys-new-store-could-get-people-to-pay-full-price-2016-6" target="_blank">a current store it's testing out in Ohio</a>. This new store format has an entire section centered around a wellness lifestyle."I have a checker in Columbus and Macy's recently opened a new concept store there," Santaniello told Business Insider. She explained that was a more pleasant place to shop, with not just appare, but rather, "water bottles and yoga mats" and what not. "I can go to that department and I can get everything I need for the experience I want to have." The store also will have a spa within the location."Unfortunately, it's one store and they certainly have their work cut out for them," she said.One thing, though, that has made wellness brands like <a href="http://www.businessinsider.com/why-millennials-love-nike-under-armour-and-lululemon-2016-7" target="_blank">Lululemon and Nike successful</a> is that they've sold community and experiences - like yoga clubs and run clubs - in addition to their products; it's up for grabs if that's something as vast as Macy's can do. However, that's exactly the thing that the company needs, Dorsey said."Macy's needs to think about experiences as if it is something that the shoppers, particularly, millennial shoppers, can't get somewhere else, such as online. These experiences could be gourmet food tastings on Saturday, film a YouTube TV show on-site and invite shoppers to participate, and even bring samples of brands or designs that they're considering bringing in and let customers vote," Dorsey said. "The key is to be unexpected and involve millennial shoppers-and the best part is it doesn't even have to do with clothes, jewelry, cosmetics, housewares, or perfume. You could literally have a day where you're showcasing local artisans in a common area and asking them to invite all their friends and vote for the winner. Getting department stores integrated into the community is what makes experiences take root and become something people look forward to and want to visit." In New York City, Macy's has begun to try to foster this sort of experience. In its millennial-targeted department, called One Below (it's one floor below the ground level), there's a bevy of millennial-friendly brands, like Benefit, Mac, and Kate Spade. There's an Etsy shop, as though telegraphing to its customers that yes, it is connected to the digital era. <div class="KonaFilter image-container display-table"><div><div class="image on-image">Mallory Schlossberg/Business InsiderBenefit at Macy's One Below.</div></div></div>The section appears to capitalize on making Macy's a destination. There's a hang out area, albeit a sad and dismal one, with couches and phone chargers. There's a Levi's custom laser denim bar. There's an arcade. The effort is noble, but it resembles a millennial theme park, really.The store also appears to try to capitalize on the food truck craze in New York City - it has its own mini Smorgasborg called Chef Street.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Mallory Schlossberg/Business InsiderMacy's Chef Street</div></div></div>There's also a bar and grill called Rowland's, named after Macy's inimitable founder, R.H. Macy - which might be its smartest move. (Macy's already has the upscale Stella Trattoria 34, which has <a href="http://www.yelp.com/biz/trattoria-stella-denver" target="_blank">four stars on Yelp</a>.)Those two gastronomical efforts, though, are actually extremely old - and smart - moves from the retail playbook.In February, retail expert <a href="http://www.therobinreport.com/can-food-save-american-retailing/" target="_blank">Warren Shoulberg</a> posited that putting restaurants in stores - a strategy that's older than 100 years - could potentially save the ailing American retail industry."Those first merchants of retailing knew what today's generation is having to relearn: that retail stores are more than a place to buy stuff," he wrote on blog The Robin Report. "They are the centerpieces of communities, focal points where people gathered for special occasions, to mark moments in their lives and to celebrate. And oh, while they were doing all of that, maybe they bought a new shirt or a frying pan.""And all of this focus on food wasn't just about snaring the customer into the store. They were often profit centers onto themselves, another way to wring a few more bucks out of the investment that was the giant downtown flagship store."After all, in the days of yore, going to an department store was a pleasant event, not something people dreaded."Department stores used to be a real experience, especially in their early days," Neil Saunders, CEO of consulting firm Conlumino, wrote in an email to Business Insider." However, they did not evolve and so have lost out. Some are better than others: Nordstrom, for example, has some good restaurants and wine bar concepts in its stores. On the other hand: Macy's and Sears provide a negative experience, they are places many people now actively avoid.""There is no reason, however, they could not integrate more experience like beauty services, dining, fashion shows, etc. John Lewis department stores in the UK are model for this: they've teamed up with third party dining brands, invested in new in-store services and experiences and have thrived as a result. What's lacking from mainstream US department stores is any sense of imagination - and it shows on the shop floor!"Indeed, it does. Macy's, as it stands, has been losing its premiere positioning, with<a href="http://www.businessinsider.com/macys-tour-and-business-analysis-2016-5" target="_blank"> haphazard, unsightly, sloppy sections</a>. This begs the question: would people want to dine in a place they think isn't very nice? And would you get a beauty service - like a blowout you could get at Drybar - a few floors away from Macy's heavily discounted Last Act Section?<div class="KonaFilter image-container display-table"><div><div class="image on-image">Mallory Schlossberg/Business InsiderMacy's Last Act.</div></div></div>The key is that department stores, like Macy's, have to update the old strategy. Simply throwing restaurants in tired stores likely won't do the trick."This new generation of in-store restaurants and food offerings from retailers are part of this plan. On their own, they may not be enough to get the job done. But as part of a bigger strategy they may just be one more piece of the pie," Shoulberg wrote."I think the issue is that dept stores haven't changed since their inception," Santaniello said. "[It's the] same model, same format, and I just think that they get stuck in this rut."And if department stores, like Macy's, want to cater to a newer, younger generation, they'll have to mix up their strategies. A good way to start might be by looking at retailers that have successfully figured out how to capture millennial's attention spans. Dorsey pointed to Apple's lineless experience as millennial friendly, and Costco's mix of high quality brands with the elements of surprise as to what you'll find as also a millennial-friendly store. And then there's one store that's figured it out that's particularly surprising."One example would be Ikea where it is an experience from beginning to end," Dorsey said. "You show up and work your way through the maze, literally, get offered food along the experience, and then leave to build it yourself!"Ikea, traditionally, has some unpleasant components to it: like the warehouse hell at the end of the maze. But perhaps Swedish meatballs are enough to detract from the pain points, suggesting that if the majority of the experience can be executed properly, millennials can potentially be swayed - which may be something worth noting for Macy's.<div>If you work at Macy's and have a story to share, please email us at retail@businessinsider.com.</div> <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/pair-furniture-shopping-app-2016-2">This app lets you see how furniture will look in your home before you buy it</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="dlam45MTE6UaqsgQamyzNGp1WeHE6H5z" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

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M·A·C Cosmetics has appointed Bhumi Pednekar as its first Indian brand ambassador

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We went to Macy's and saw why the brand might be headed the way of Sears

Mallory Schlossberg

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Mallory Schlossberg

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