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Macy’s: E-Commerce Launch, Holiday Sets & Retail Endcap

Key Role: Art Director → Director of Product & Design
Creative strategy, art direction, copywriting, retail visual systems, packaging integration, stakeholder alignment
 

Timeline: 

2024 – 2025

  • Macy’s E-commerce store: Requested Sept → Live Dec

  • Holiday gift sets: Dec 2024 – June 2025

  • Retail endcap: Delivered July 2025

  • Planned rollout to 32 stores nationwide
     

Collaboration: 

  • Supply Chain (Director): Packaging costs, UC constraints, production deadlines

  • Product Development (Senior Specialist): Mini component sourcing, formulation transitions

  • Design (Senior Graphic Designer): Retail unit construction, plaque graphics, execution support

  • Merchandising (VP): Assortment strategy, retailer alignment, Macy’s partnership coordination

HIGHLIGHT

Results at a Glance

  • Exceeded Macy's goal of $5,000 orders/month, $60K/yr in online orders by 100X—generating $500K for the first year.

  • Holiday City Lips Minis sold out in multiple stores

  • Delivered under a 1–2 month accelerated retail timeline

  • Planned rollout to 32 stores nationwide

City Beauty’s first omnichannel launch with Macy’s, spanning e-commerce, holiday gifting, and in-store retail.

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City Beauty’s debut on Macy’s e-commerce platform.

City Beauty retail endcap installed in Macy’s (Arcadia, CA).

Project Overview

Led the creative strategy, design system, and retail execution for City Beauty’s first omnichannel expansion into Macy’s — spanning e-commerce, holiday gift sets, and a national in-store endcap rollout. The initiative was designed to validate City Beauty’s ability to compete in prestige retail while driving brand awareness, fast sell-through, and scalable retail readiness.

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City Lips Mini Collection and City Beauty Lift & Smooth Duo spotted in Burbank.

01

The Problem

City Beauty had no prior physical retail footprint at Macy’s and needed to prove it could:

  • Compete visually and strategically against established prestige brands

  • Communicate product value clearly within a restricted retail footprint

  • Execute across e-commerce, gifting, and physical retail under aggressive timelines

  • Deliver premium shelf presence without additional budget or resources
     

This was compounded by limited internal support (copywriter layoffs, minimal imagery resources) and compressed production timelines.

02

The Challenge

Design and deliver a full omnichannel retail presence while:

  • Working within Macy’s strict dielines, claims, and merchandising specs

  • Using a standard endcap footprint with limited budget enhancements

  • Integrating new packaging mid-redesign

  • Launching on time despite 1–2 months less lead time than typical retail programs

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Planning endcap direction, messaging and design.

Planning inspo and direction for macys ecomm store for skincare and makeup.

03

Strategy

Strategic Objectives

  • Establish City Beauty as a credible prestige brand within Macy’s

  • Drive fast sell-through and brand discovery

  • Create a repeatable system for future retail partners
     

Key Decisions
​

  1. Focused Messaging & Hierarchy
    Curated only the most impactful claims and benefits to reduce noise and increase conversion at shelf.
     

  2. Resource-Smart Creative Direction
    Leveraged existing imagery and models creatively due to time and budget constraints, while still delivering a premium, cohesive brand presence.
     

  3. Packaging Integration Under Pressure
    Coordinated with supply chain, PD, and merchandising to align new packaging systems with Macy’s launch requirements mid-transition.

Assortment-Driven Shelf Strategy

KEY DECISION HIGHLIGHT

Rather than grouping by category alone, the endcap was intentionally structured to guide discovery: hero lips at eye level, treatments as proof points, and body care supporting regimen expansion.

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Some of the drafts and planning for the endcap (me and senior designer put together). This involved design and direction for the signage, copy, imagery and more! 

04

Execution

  • Designed and art-directed:

    • Macy’s e-commerce PDP templates for skincare and lip products

    • Retail endcap graphics and plaque system

    • Holiday City Lips Mini Collection (UC + product system)

  • Wrote and aligned all retail and some e-commerce copy

  • Storyboarded and art-directed video assets for Macy’s City Lips listings

  • Led daily alignment across teams to maintain speed and quality

Launch performance drove expansion opportunities with Macy’s, including increased store placement and new bundle and e-commerce initiatives.

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