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Department stores try to distinguish themselves as beauty lovers turn to TikTok and Amazon

Macy's and Nordstrom add technology, premium brands, and interactive features to beauty floors to attract shoppers amid growing competition from TikTok Shop and Amazon, which leads online sales.

By Anne D’Innocenzio The Associated Press It’s shoppers like Quinn Kelsey who keep department store executives up at night. The 38-year-old gets makeup ideas from TikTok videos and other social media content, not salespeople at beauty counters. She uses an AI chatbot to get product recommendations that fit her budget and to see how a certain foundation or lipstick would look on her. When she buys, it’s usually from Amazon. “I use Chat GPT as my …

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The Oakland Press broke the news in on Saturday, January 17, 2026.
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