Levy—who has held leadership roles with prominent brands in the industry, including L’Oréal’s Lancôme, Wella/Procter & Gamble and The Estée Lauder Companies —noted the Hispanic customer is very important at Macy’s, and discussed the changes that have taken in place in Macy’s retail strategies. “Now we know who this consumer is and it’s been an evolution. When it comes to the skin care category, for example, Clinique, Lauder and Lancome, these commercials break into the Hispanic consumer market, both with a literal representation of Hispanics in their message and marketing, as well as with spokesmodels, and on behalf of Macy’s we’ve always been in this space. But, with the beauty consumer, we’re really there now,” she said.

“In the areas where Spanish is spoken more predominantly, we make sure our beauty representatives speak Spanish. We’re also selecting the appropriate color ranges. If it’s not the right color for the consumer, you see that consumer only once, so we make sure we have the colors and products to reach the community. Throughout the store we convey this understanding of the consumer, and for fragrance, which is off the charts, it’s about how we make it happen in the store.”

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