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Bluemercury Relaunches Lune+Aster as Part of Luxury Beauty Retail Strategy

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Bluemercury Relaunches Lune+Aster as Part of Luxury Beauty Retail Strategy

THE WHAT? Macy’s-owned beauty retailer Bluemercury has relaunched its proprietary cosmetics brand Lune+Aster, introducing a refreshed identity and expanded makeup assortment as part of its strategy to strengthen personalised luxury beauty retail.

THE DETAILS The relaunch introduces a new positioning, Beauty, Uncomplicated, alongside updated branding and a more curated product portfolio designed around simplified beauty routines. The initial assortment includes multifunctional makeup products, with further innovation planned across complexion, eye and lip categories through 2027. The initiative forms part of Bluemercury’s wider merchandising strategy, which also includes expanding its prestige beauty offering with brands such as La Prairie, ELEMIS, Neuraé, True Botanicals and LYMA. The updated Lune+Aster range is available across the retailer’s US stores and e-commerce platform.

THE WHY? The relaunch highlights the growing importance of proprietary beauty brands and differentiated merchandising strategies within prestige retail, allowing retailers to strengthen brand positioning, control product development and respond to consumer demand for more personalised, curated shopping experiences.



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