Bluemercury Introduces Personal Care and Home Scents under Its Own Brand Name
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Bluemercury recently expanded their stable of in-house brands, unveiling Cerulean 6°, their debut line of bath, body, and home fragrances. This newcomer joins M-61 Skincare and Lune+Aster Cosmetics in Bluemercury's brand portfolio.
Named after the five senses and a seemingly mystical sixth sense, "emote," Cerulean 6° promises to bring a unique touch to your daily rituals. The brand is now available at Bluemercury stores and online, as announced in a press release.
This venture follows Macy's, Bluemercury's parent company, in expanding their own brands, venturing into new categories. Cerulean 6° debuts with two distinct fragrance lines: Constellation, with a woody floral profile, and Cloudline, offering a fruit-forward floral aroma.
The product range is vast, including body cream, oil, polish, and wash, as well as scented candles. The holiday season will see limited-edition scents for these candles. Prices range from $24 to $48 for the beauty products, and candles range from $48 to $238 depending on size.
Julie Kelly, head of proprietary brands at Bluemercury, stated, "Cerulean 6° addresses an expressed desire for luxe essentials in the bath, body, and home fragrance category. We aimed to create exquisite, experiential fragrance-led products at an affordable price point, making everyday moments feel more extraordinary."
In 2020, Macy's revealed a refresh of their private labels as part of their Polaris turnaround strategy. In July, they launched their first new private label post-refresh, On 34th, priced from $18.50 to $300. Over the summer, Bluemercury relocated their headquarters from Bethesda, Maryland, to New York City, cutting costs and placing the beauty company near Macy's headquarters. Bloomingdale's, a sister company, also calls the JACX building in Long Island City, Queens, home.
Additional Insights:- Cerulean 6°'s limited-edition holiday candles and luxury home candles reflect Bluemercury's focus on premium home fragrances.- As a Macy's-owned brand, Cerulean 6° might leverage cross-channel retail integration within Bluemercury's ecosystem and Macy's broader home goods inventory.
- The AI-driven retailer, Bluemercury, recently introduced their sixth in-house brand, Cerulean 6°, a line of bath, body, home fragrances, and lifestyle products.
- Cerulean 6°, named after the five senses and a mystical sixth sense, "emote", is now available at Bluemercury stores, online, and select home goods stores, following the announcement in a press release.
- The brand's debut product range includes body cream, oil, polish, wash, scented candles, and limited-edition holiday candles, catering to a luxurious blend of fashion-and-beauty and home-and-garden lifestyles.
- Prices for the beauty products range from $24 to $48, while candles range from $48 to $238, depending on size, making premium, experiential fragrance-led products accessible to a broader audience.
- With Cerulean 6°, Bluemercury aims to address the expressed demand for luxe essentials in the bath, body, and home fragrance category, leveraging cross-channel retail integration within their ecosystem and Macy's broader home goods inventory, in preparation for the upcoming summer and holiday seasons.
