---
title: Bluemercury Launches New Concept Aimed at Men
description: Bluemercury has launched a new flagship store catered to men in New York City.
image: http://connect.regencycenters.com/hubfs/BlueMercury_FlagshipNYC.jpg
---

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# Bluemercury Launches New Concept Aimed at Men

[Caron Streibich](https://connect.regencycenters.com/blog/author/caron-streibich)

August 2, 2017

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Beauty retailer [Bluemercury](https://bluemercury.com/), which offers an array of higher-end skincare products, makeup and spa services, is about to expand beyond its current 145-store count. 

Its latest venture takes the form of a new flagship store on New York's Sixth Avenue. Aimed to the male demographic, its goal is to make Bluemercury a household name — or as founder Barry Beck says, "a national brand and a household name, an iconic luxury brand."

From pioneering a new mens' facial, an artificial intelligence mirror, to offering concealers, bronzers, tinted moisturizers and beyond for today's man, the store is a response to "a big change going on" currently, according to Beck's research.

![Inside Bluemercury's flagship store with skincare displays and makeup products](http://connect.regencycenters.com/hubfs/BlueMercury_FlagshipNYC.jpg)

*Courtesy of Blumercury*

Find out more about the new concept [here](https://www.forbes.com/sites/celiashatzman/2017/07/31/bluemercury-founder-barry-beck-on-his-new-flagship-makeup-for-men-their-ai-mirror/#335925124654).

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