Last week I was thrilled to be invited to the grand opening party for Bluemercury in its new Dallas home in Highland Park Village. I got a brief moment to speak with CEO and Co-founder Marla Malcolm Beck and loved getting to hear how her need for cosmetics in one place led to her brain child. She literally started with Nars lipstick and grew it from there. “With a culture built on welcoming, and knowledgeable service, Bluemercury has become a one-stop, beauty haven in neighborhoods around the country—the place where you can pop in, say hello and pick up your favorite cleanser or mascara,“ said Beck. “Dallas has been a dream destination of ours for many years and I am delighted to finally bring Bluemercury to beauty junkies here in Texas.”
A 1998 graduate of Harvard Business School, Ms. Beck developed the concept for Bluemercury in her final year of studies, after growing tired of driving 30 miles to purchase her favorite lipstick. “I wanted a place where I could feel comfortable, where the staff could tell me about everything in the store, not just one line of makeup,” said Ms. Beck. She opened her first location in the Georgetown section of Washington, D.C., in 1999. 64 stores later, Beck has no doubt that the Bluemercury’s core values of honest, friendly expertise and innate hospitality will resonate well in its new home in Dallas.
At Bluemercury, legendary brands like Laura Mercier, Nars and ReVive rub shoulders in a quaint, inviting setting with cult beauty favorites like Oribe, Smith & Cult and Creed, all handpicked by Beck herself. A sanctuary for the beauty obsessed, Bluemercury combines 90+ brands of personal care products with personalized, expert advice for the ultimate customer experience.
In addition, Bluemercury also features their proprietary skincare line, M-61, the performance-based line of products created by Beck in 2012 in response to clients’ requests for highly-effective products that eliminated ingredients such as parabens, sulfates and artificial fragrances and dyes. The line is the world’s first highly technical, natural cosmeceutical brand. In February, HSN announced a partnership with M-61, in a series of appearances that features Marla and centers around two of their best selling products: Hydraboost Eye, the peptide-packed hydrating and firming eye cream with vitamin B5, tamarind, soy and white mulberry. In a clinical trial conducted in 2015, 100% saw increased hydration and firmness, 97% saw reduction of under eye puffiness,
91% of subjects saw a reduction in the appearance of fine lines, crow’s feet and under eye discoloration within 4 weeks.
For Bluemercury customers, perks and service reign supreme. From generous samples that accompany each purchase, to their famed invite-only holiday customer events, to their beauty experts who are trained across all lines, to the client product tracker that allows Bluemercury experts—or potential gift buyers—to pull up a client’s favorites with the click of a button, Bluemercury rewards its loyalists like no other.
“For our team, it’s about utilizing the latest technological achievements and combining this knowledge with a level of customer service that is rarely seen in this day and age,” says Beck. “We’re bringing back the old school approach, where we know your name and give you the advice, time and attentiveness that you deserve. Great products and impeccable service are how we’ve built such a loyal following across the country.”
I am trying the M-61 line right now and will share my results with you soon. I am loving the Power Glow Peel! Give them a try and pick up your favorite beauty products. Not in Dallas? Shop online here. xoxo- Tanya
P.S. If you are in Dallas, be sure to pop into the new store on Saturday, May 30 for the all-day grand opening celebration.
Founded and headquartered in Washington, D.C., in 1999 by Harvard Business School graduate Marla Malcolm Beck and her husband Barry, Bluemercury is the nation’s largest and fastest-growing luxury beauty retailer and spa in the country. Bluemercury carries a skillfully curated selection of luxury brands in a neighborhood store where welcoming, expertly trained staff offer supreme product knowledge. In February 2015, Bluemercury signed an agreement with Macy’s Inc., wherein Macy’s will acquire Bluemercury’s 60+ stores in 18 states and provide additional funds for expansion of the brand.