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Macy's Buys Spa And Beauty Chain Blue Mercury

March 25, 2015: 12:00 AM EST
Macy's agreed to acquire high-end spa and beauty chain Blue Mercury. Some market analysts are wondering whether the deal, which could bring Blue Mercury's Diptyque candles, Phyto hair products, and La Mer face creams to Macy's stores, would affect search results on the retailer's website. Department stores account for significant portions of beauty brands' sales. At present, Estee Lauder's beauty brands are among the top results in Macy's search visibility.
Homa Zaryouni, "Will Macy’s Acquisition of Blue Mercury Change Beauty Search?", L2 The Daily, March 25, 2015, © L2 Think Tank
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