Sephora launches on the Australian market
Selective retailing
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© Joseph Mayers
Already represented in 32 countries, Sephora has added a new territory to its network of 2,049 stores* with the opening of its first flagship in Australia – a landmark event which will inject new momentum into the country’s fragrance and cosmetics sector.
The opening on December 5th of the first Sephora store in Sydney was heralded by a barrage of publicity in the press and on social media. True to its unique concept, the new store stocks the widest selection of beauty products in Australia and combines self-service, enabling customers to test the full range of products on offer, with expert one-to-one advice and tutorials. With the arrival of Sephora, a number of beauty brands that have never previously been available in Australia will now be on sale for the first time. These include Make Up For Ever, Marc Jacobs Beauty and all Sephora’s own lines.
To celebrate the opening, a series of events were organized both on line and in store, with the most eager customers having the chance to discover the new Sephora ahead of the official inauguration, meet some of Australia’s biggest beauty names, and leave with lots of goodies. The anticipation was reflected in the level of social media coverage and the number of people flocking to the opening.
Sephora aims to step up its presence in Australia. After a consolidation phase in Sydney, the chain expects to schedule more openings in other cities around the country.
* At end December 2014