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
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Macy’s E-commerce store: Requested Sept → Live Dec
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Holiday gift sets: Dec 2024 – June 2025
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Retail endcap: Delivered July 2025
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Planned rollout to 32 stores nationwide
Collaboration:
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Supply Chain (Director): Packaging costs, UC constraints, production deadlines
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Product Development (Senior Specialist): Mini component sourcing, formulation transitions
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Design (Senior Graphic Designer): Retail unit construction, plaque graphics, execution support
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Merchandising (VP): Assortment strategy, retailer alignment, Macy’s partnership coordination
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City Beauty endcap seen in Arcadia.
City Lips Mini Collection and City Beauty Lift & Smooth Duo spotted in Burbank.
City Beauty's debut to Macy's Ecomm store.
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.
01
The Problem
City Beauty had no prior physical retail footprint at Macy’s and needed to prove it could:
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Compete visually and strategically against established prestige brands
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Communicate product value clearly within a restricted retail footprint
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Execute across e-commerce, gifting, and physical retail under aggressive timelines
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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:
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Working within Macy’s strict dielines, claims, and merchandising specs
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Using a standard endcap footprint with limited budget enhancements
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Integrating new packaging mid-redesign
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Launching on time despite 1–2 months less lead time than typical retail programs
Planning endcap direction, messaging and design.
Planning inspo and direction for macys ecomm store for skincare and makeup.
03
Strategy
Strategic Objectives
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Establish City Beauty as a credible prestige brand within Macy’s
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Drive fast sell-through and brand discovery
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Create a repeatable system for future retail partners
Key Decisions
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Assortment-Driven Shelf Strategy
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Top shelf: City Lips & best sellers (hero visibility)
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Middle shelf: Proven facial treatments
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Bottom shelf: Body care
This created intuitive navigation and highlighted performance-driven products.
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Focused Messaging & Hierarchy
Curated only the most impactful claims and benefits to reduce noise and increase conversion at shelf.
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Resource-Smart Creative Direction
Leveraged existing imagery and models creatively due to time and budget constraints, while still delivering a premium, cohesive brand presence.
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Packaging Integration Under Pressure
Coordinated with supply chain, PD, and merchandising to align new packaging systems with Macy’s launch requirements mid-transition.
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
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Designed and art-directed:
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Macy’s e-commerce PDP templates for skincare and lip products
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Retail endcap graphics and plaque system
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Holiday City Lips Mini Collection (UC + product system)
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Wrote and aligned all retail and some e-commerce copy
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Storyboarded and art-directed video assets for Macy’s City Lips listings
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Led daily alignment across teams to maintain speed and quality