Nata Dvir on fragrance market

About Nata Dvir

Nata Dvir, Chief Merchandising Officer at Macy's, received the Fragrance Foundation's 2024 Circle of Champions Award in November 2024. In her acceptance speech, she described Macy's as "the fragrance powerhouse" and stated that the company holds the leading market share in the fragrance category. She said, "We are not a force in fragrance, we are the force in fragrance," and attributed the energy on the selling floor to Macy's beauty advisers. Dvir also credited her team for embracing Macy's "bold new chapter strategy" and for evolving marketing, elevating the in-store experience, and modernizing the shopping journey. In a 2019 interview, Dvir discussed her role as Head of Beauty for Macy's, describing her responsibilities as finding the best brands for customers and managing product assortment. She noted that the future of beauty is "constantly changing" and highlighted a "huge skincare moment" driven by consumers' awareness of what they put on their skin. Dvir emphasized the importance of surrounding oneself with capable people, stating, "Having a great idea alone is not enough. Surrounding yourself with great people who know how to get it done, that's the secret sauce."

Profile compiled from Nata Dvir's verified public interviews and appearances. See all quotes & transcripts →