Sephora, the cosmetics giant that’s a regular fixture in American and European malls, will open stores in Australia next year.
According to the Australian Financial Review, the French company turned down offers from Myer and David Jones to open concessions within their stores, preferring to open standalone outlets for Australian customers.
The black-and-white striped, multiple-storey stores carry everything from moisturiser to hairdryers to lip gloss, and their comprehensive mix of budget and prestige brands (as well as an affordable, eponymous line of makeup and utensils).
Elle magazine reported that the retail giant is already scoping out stores in Sydney, with Pitt and George Street being ideal locations.
Aside from major department stores, Sephora’s main competitor will be Australian company Mecca, whose Mecca Maxima stores are the local equivalent. Sephora poses stiff competition for all other companies in the Australian cosmetics market for a number of reasons.
There’s a price point to suit every shopper and the signature line is as good, if not better, as international brands like Nars or Mac. The quality is great and prices are usually around or under the $20 mark.
It remains to be seen whether this will be the case in Australian stores but, as it’s one of the company’s main calling cards, we assume pricing will be consistent.
Sephora is opening stores in Australia. I should be excited but I’m pretty sure cosmetic prices will still be high
— Anastasia Hanna (@AnastasiaHanna_) April 8, 2014
Like H&M in Melbourne, we suspect Sephora will occupy a fairly large, prime retail position. Most of its outlets around the world have at least two storeys and carry a wide range of brands. Expect it to become your one shop stop for all things beauty.
Sephora is known for being generous with its free samples, whether you are a regular shopper or not. Buying one product will usually guarantee you at least five other mini-products. Bang for your buck.
It has cool technology
Customer service is great and, even better, the store has fairly advanced ways of matching your makeup to your skin tone. Notably, the Colour IQ device takes snapshots of your skin to provide a range of different brands and colours in the store that would suit you.
Who do I have to get into contact with to work for @Sephora when they come to Australia?
— Alex (@alexcap) April 11, 2014
It’s an overseas chain
If H&M, Topshop and Zara are anything to go by, overseas companies do well Down Under. Big brands with even bigger budgets are able to create a kind of hype that can generate round-the-block queues and, with the help of a fancy launch party, Sephora is likely to do the same.
Sephora is coming to Australia?! First H&M and Uniqlo…congrats on your pass to hang with the big kids, Australia. http://t.co/LdJLLCCxqb
— Jessica Tran (@JessLovesFred) April 8, 2014