After Mecca, Myer’s Beauty Reset Begins

Why It Matters

By turning beauty into a loyalty‑driven, exclusive ecosystem, Myer seeks higher margins and deeper data insights, crucial for winning younger, high‑spending shoppers in a competitive Australian market.

Key Takeaways

• Myer One relaunch adds beauty perks for 4.7M members, targeting under‑35 shoppers.
• Exclusive MAC partnership makes Myer the sole department‑store home from 2026.
• 22 new brands and 1,731 SKUs expand prestige and social‑first offerings.
• Former Mecca head leads beauty unit, boosting expertise and cultural relevance.
• Glamour Australia deal integrates shoppable content, reaching Gen Z shoppers.

Pulse Analysis

The refreshed Myer One program is more than a points system; it embeds beauty experiences directly into the loyalty value proposition. Complimentary treatments, curated beauty boxes and lower‑tier thresholds are designed to attract the under‑35 cohort that already accounts for a majority of new members. By tying beauty spend to tier progression, Myer can capture richer purchase data, enabling targeted promotions that drive both frequency and basket size across fashion and home categories.

Product‑side transformation centers on exclusivity and relevance. Securing MAC as the sole department‑store partner from mid‑2026 replaces Mecca’s broad halo with a focused prestige anchor, while adding 22 brands and 1,731 SKUs—from Korean‑trend skincare to celebrity fragrances—creates a basket that mirrors social‑media‑driven buying patterns. The Australian cosmetics market, roughly $6.3 billion AUD (about $4.2 billion USD) in 2025, continues to grow despite cost‑of‑living pressures, making differentiated assortments a key competitive lever.

Leadership and media investments complete the ecosystem. Hiring Isobel McNally, former head of Mecca merchandise, brings insider expertise to curate experiences that resonate with digitally native shoppers. The multi‑year partnership with News Corp’s Glamour Australia embeds shoppable editorial content, turning editorial impressions into immediate sales. This content‑first approach, combined with in‑store makeup‑artist services, aims to position Myer as the go‑to beauty destination, though execution will determine whether it can outpace pure‑play specialists.