Sephora hits Australia

sephoraBeauty and cosmetics giant, Sephora, will open its first Australian store in Sydney’s Pitt St Mall today.

One of the world’s largest beauty brands, Sephora, is the fastest growing brand in the LVMH luxury goods group and has more than 1400 stores in 30 countries.

The beauty giant is part of a new wave of international retailers opening in Sydney’s CBD, with US-based, Forever 21; and Swedish fast fashion giant, H&M; to make their debut in Pitt St Mall by mid 2015. Japanese retailer, Uniqlo, opened its second Sydney store in Pitt St Mall last month at MidCity Centre.

“It has been a long time coming, especially for our devoted Australian Sephora fans, although we know the wait will be worth it,” Fiona Novak, Sephora country manager, said.

It is understood Sephora is planning around 20 stores for the Australian market, including two flagships in Sydney and Melbourne. It is also considering a dedicated Australian e-commerce website. Sephora reportedly rejected partnership deals to open concessions with departments stores Myer and David Jones following its success around the globe with standalone stores.

In a move that is set to shake up the local beauty market, Sephora is aiming to adopt cheaper American prices for new brands in Australia such as Marc Jacobs Beauty, as well as its private label.

Sephora’s launch campaign which has comprised of digital, experiential, promotional, and social elements, has been developed and managed by agency, Momentum Worldwide.

In fitting with Sephora’s message of “Enough beauty sleep, Sydney… it’s time to wake up!” a giant alarm clock, over the store’s entrance, will count down to the official launch at midday today.

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