Bluemercury’s proprietary makeup brand Lune+Aster is getting its own makeover under new chief executive officer Alexandre Choueiri.
Through its “Beauty, Uncomplicated” positioning, the idea is to give consumers easy-to-use essentials that can work individually or together as part of a streamlined routine.
Leading the October launch are the new Cream Multi-Stick and Highlighting Multi-Stick, multitasking essentials designed around versatility, ease and portability. The Cream Multi-Stick can be used across cheeks, lips and eyes, delivering buildable color and a dewy finish through a creamy, weightless formula designed for mistake-proof application. New Eyeshadow Quads, Setting Powder and Dual-Ended Brushes complete the initial assortment.
The October introduction marks the beginning of a broader evolution for Lune+Aster, with additional innovation planned across complexion, eye and lip categories through 2027.
“Our clients want beauty to feel special, but they also want it to feel intuitive, personal and easy to incorporate into their lives,” said Kristina Cappuccitti, director of product innovation and development at Bluemercury. “Lune+Aster brings that philosophy to life by combining ease with choice — giving clients high-performing, versatile products and the freedom to make beauty their own. It’s a reflection of how we’re thinking about modern luxury at Bluemercury: deeply personal, thoughtfully curated and designed around the individual client.”
At the same time, Bluemercury, owned by Macy’s Inc., is expanding its assortment with brands including Sisley Paris, La Prairie, Lyma, The Skincare Tools, EltaMD and Nécessaire.
Macy’s Inc. named Choueiri CEO of Bluemercury in July, reporting to Olivier Bron, CEO of Bloomingdale’s. Choueiri previously served as CEO and president, Americas, at Kering Beauté, where he led the company’s largest region, strengthened Creed’s position in luxury fragrance and helped launch new fragrance brands, including scents for the Kering-owned fashion houses Bottega Veneta and Balenciaga.
According to Macy’s second-quarter results, Bluemercury’s comparable sales increased 6.2 percent to $76 million.
“Results were driven by our in-store marketing campaign, Summer Party, which drove strong customer engagement,” said Tony Spring, chairman and CEO of Macy’s Inc., during its earnings call. “From a product perspective, growth was led by dermatological skin care, makeup, and fragrances, including brands such as SkinCeuticals, Victoria Beckham Beauty, La Mer, and Jo Malone. Both new and remodeled stores continued to perform well. The final pillar of our strategy is simplifying and modernizing end-to-end operations, which was recently expanded to incorporate optimizing and scaling enterprise-wide organizational excellence.”