In order to reel in millennial customers (teens and twentysomethings alike), Macy’s is focusing heavily on celebrity-backed fragrances, which — as we well know — are a great way to ensure that hoards of tourists will beat down your doors. These customers aren’t just perfume-shopping either; numbers show that customers who come in to buy the celebrity scents also purchase other things. The store hopes for similar boosts when they host splashy launch events for new fragrances from Lady Gaga and Nicki Minaj this fall.
Macy’s in New York City. Photo: Victor J. Blue/Bloomberg via Getty Images