Bloomingdales Launches Millennial-focused Glowhaus, but is their target audience enough?

Bloomingdales just brought Instagram beauty into the real world, which means no more scrolling for product recommendations. But is that enough to encourage the hardcore millennial audience who loves scrolling Instagram to leave their residence to go into the department stores?

Bloomingdale’s new millennial-minded beauty section called Glowhaus is online and in five locations across the US.

The five in-store locations opened August 30 in New York City, Garden City, New York, Costa Meza, California, Los Angeles, and San Francisco.

You can also find Glowhaus on Bloomingdale’s online beauty page.

Glowhaus looks just like what my Instagram feed would look like if it came to life: bright lights, indie brands, and minimalist packaging galore.