First Look: Nordstrom Previews Beauty Department at First Toronto Store
A rendering of Nordstrom’s new downtown Toronto store
Seattle-based luxury retailer Nordstrom has revealed the makeup, skincare, fragrance and nailcare brands to be carried at its new CF Toronto Eaton Centre location, opening Friday, September 16 in downtown Toronto. Reinventing the north-end space once occupied by Eaton’s and more recently Sears, the 220,000-square-foot department store will stock beauty from the following labels and more:
- L’Artisan Parfumeur
- La Mer
- Le Labo
- Parfums de Marly
- Shu Uemura
- Space NK
- Tom Ford
- Trish McEvoy
- Yves Saint Laurent
Photos of the beauty space in the new Nordstrom at CF Toronto Eaton Centre, opening September 16:
The store’s beauty department is organized in a hybrid structure, combining the classic brand-specific department store model with a central “pressure-free zone,” where shoppers can explore and engage with product on their own. Called “The Core,” it runs through the centre of the beauty counters and offers an experience similar to the DIY shopping style preferred by millennials.
The Core includes a Trending Now shelf featuring top picks from a rotating category (this month is foundation), a Mini Must-Haves selection of sample and travel-sized products chosen by Nordstrom customers, a Try Me area with mirrors and applicators, and a Top Picks section featuring 10 items in the mask, mascara, moisturizer and serum categories.
The Core, where shoppers can peruse product on their own
The Beauty Stylist station, where customers can get product recommendations across all brands
In addition to the store’s 100 beauty advisors, a dedicated beauty concierge will be on hand to help navigate the department, book consultations or connect customers with a BA. Inspired by the personal stylists in the fashion departments, a roster of four beauty stylists will share tips and recommendations across all brands and offer free tutorials. Appointments with the stylists can also be booked online.
As the fourth Nordstrom to open in Canada, the store will have a staff of 850, including language ambassadors to better assist the GTA’s diverse population. Two more Nordstrom stores are slated to open in Toronto: Yorkdale Shopping Centre (October 21) and Sherway Gardens (Spring 2017).