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How Nata Dvir Is Helping Macy’s Beauty Go Millennial

Macy's general business manager for beauty opens up about her career path, the Deeper Beauty campaign and reaching the Millennial consumer.

Photo by George Chinsee for WWD

As Macy’s faces increased competition from Sephora and Ulta Beauty, the retailer is betting big on Nata Dvir.

In the nine months since she took over as general manager for beauty, Dvir has evolved her own skin-care routine from Cetaphil face wash to a seven-step regimen.

“What you start to learn is what products work,” she said on a recent afternoon from her office above the Macy’s flagship in Herald Square. Her marble-topped desk is clean and organized with minimal decor. From her chair hangs a Millennial pink sheepskin accent and on the window sill rests a white square with a red star on it.

Dvir has seemingly nailed decor — and branding — and become an advocate for exfoliation and serums, although she has yet to figure out how to record her daily skin-care routine, influencer style. What she is clear on is her strategic vision for Macy’s: to grow the retailer’s beauty business by focusing on Millennials and multicultural consumers, and empowering the more than 10,000 beauty advisers to provide cross-brand, cross-category service.

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