Macy’s has entered an agreement to buy high-end spa and beauty chain Blue Mercury, which could mean Diptyque candles, Phyto hair products and La Mer face creams in Macy’s stores. Macy’s has said Blue Mercury’s spa services are the top growth priority as of now, as the company considers which pieces would make sense to integrate in Macy’s stores.
Department stores are key outlets for Beauty sales; 50% of Estée Lauder’s net sales happen online and Macy’s accounts for more than 10% of enterprise revenue. Now that department store brands are expanding their omnichannel offerings, search visibility on department store websites play an important role.
Clinique has the highest average first-page visibility for relevant keyword searches, appearing in 13.8% of results. Likewise, the top four brands in Macy’s search visibility are part of Estée Lauder Companies.
Behind ELC, Shiseido has the second-highest share of first-page results on for Estée Lauder companies.
There’s no telling whether Blue Mercury brands will gain an advantage on Macy’s search page due to the acquisition, but similar synergies have occurred before. For example, LVMH Beauty brands have higher average first-page visibility on LVMH-owned Sephora.