Dive Brief:
- Bluemercury last week announced the expansion of its owned brands with the introduction of Cerulean 6°, its first bath, body and home fragrance line.
- The label joins the beauty retailer’s existing owned brands, M-61 Skincare and Lune+Aster Cosmetics.
- Cerulean 6° is named after the five physical senses, along with what the company calls a sixth sensation, emote. The brand is available at Bluemercury stores and on its website, according to a company press release.
Dive Insight:
Following a similar trajectory as parent company Macy’s, Bluemercury is expanding its owned brands — this time by entering into a new category.
Cerulean 6° is launching with two scent lines. Constellation is a wood-forward floral, while Cloudline is a fruit-forward floral. Products include body cream, oil, polish and wash, and a scented candle, which will also come in limited-edition holiday scents. Prices for the beauty products range from $24 to $48, while candles are $48 to $238 depending on size.
"Internal innovation has always been an important element of our business, allowing us to build brands that deliver solutions based on direct feedback from our clients, and Cerulean 6° is no different as it addresses an expressed desire for luxe essentials in the bath, body and home fragrance category," Julie Kelly, head of proprietary brands at Bluemercury, said in a statement. "Cerulean 6° was developed for the client seeking exquisite experiential fragrance-led products at an approachable price point, and to make everyday moments feel more extraordinary."
In 2020, Macy’s said that its private labels would be refreshed as part of its larger Polaris turnaround strategy. In July, Macy’s unveiled its first new private label since that revamp, apparel line On 34th, which is named after the retailer’s flagship store in New York City’s Herald Square. The collection has over 750 SKUs priced from $18.50 to $300.
Over this summer, Bluemercury relocated its headquarters from Bethesda, Maryland, to New York City in an effort to reduce costs and place the beauty company closer to the rest of the Macy’s organization. Sister company Bloomingdale’s also resides in its new home of the JACX building in Long Island City, Queens.
