The huge two-story store is Sephora’s first entry into the Australian market and as Business Development Director Libby Anderson says, it will be one of the global beauty chain’s biggest. Owned by global luxury goods giant LVMH, Sephora is a beauty icon with over 2000 stores globally and has spent almost a decade conducting research around the Australian market to finally make its foray Down Under. And we’re all more than just a little bit excited!
The beauty mecca is set to revolutionise the cosmetics and skincare market in Australia, giving department stores David Jones and Myer the first run for their money in 50 years, featuring an extensive range of make-up, fragrances, colour cosmetics, skin care and every beauty accessory you could imagine. And here’s the kicker…along with Sephora’s own much-lusted-after private brand, the chain brings with it a raft of new and unique brands to Australia for the very first time and big brands at lower prices like Marc Jacobs Beauty, environmentally-friendly label Tarte, Skin Inc and Formula X. Anderson says of their launch, “This has never been more important than it is now as Australian customers are very savvy and well educated about Sephora”.”
And the prices? Sephora has vowed to adopt more affordable American prices on the new brands it brings to Australian consumers. Ravi Thakran, Asia/Middle East president for LVMH told The Sydney Morning Herald Sephora would stay true to this promise saying; “That’s a big promise and we will certainly keep that – that’s a real bone of contention to Aussie consumers.” The price cuts will be limited to the newly introduced brands however, and consumers will still pay prices 10-20 per cent higher than the US on existing brands such as M.A.C, L’Oréal, Clinique, Estée Lauder, Lancome and Clarins.
Not In Sydney? Never Fear…
The team at Sephora has hinted at the launch of an online store closely following the Aussie flagship launch that may offer the full range of product, at more closely aligned prices to the US. Watch this (beautified) space!