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SEPHORA’s first Melbourne store launches at Melbourne Central


SEPHORA opened its first Melbourne store in the heart of the CBD at Melbourne Central. A huge number of beauty enthusiasts lined up eagerly outside the La Trobe Street entrance before the beauty giant opened its doors to the public.

This is the third SEPHORA store to open in Australia, with many more Australian stores in the pipeline. Country Manager from SEPHORA Australia, Libby Amelia, said SEPHORA is absolutely thrilled to open at Melbourne Central and finally offer Victorian beauty enthusiasts long-awaited access to the exciting world that is SEPHORA. Thousands of beauty enthusiasts visited the store on an epic opening day.

In the lead up, to mark the arrival of SEPHORA in Melbourne and build hype around town, SEPHORA was branded on one of the city’s iconic trams and offered on route surprise beauty moments. These included $100 gift vouchers, SEPHORA goodie bags and exclusive tickets to be the first in line at Melbourne Central on opening day.

“On opening day Melbournians will see why this is one giant leap for beauty. There will be a huge LED screen counting down the time until beauty lift off, and SEPHORA Space Cadets will entertain the beauties waiting for SEPHORA to open at Noon.

“The first 100 lucky shoppers to enter the store will receive a $50 gift voucher and the next 200 will get a free SEPHORA drink bottle. SEPHORA Melbourne will be buzzing with in-store activity on the day and store hours have been extended until 9pm to allow for more beauties to come through the door.

“The sheer size and layout of the new store will be enough to amaze eager beauty enthusiasts—we can’t wait for it all to come to life!” said Ms Amelia.

The Melbourne Central store is over 500sqm of beauty space allowing beauties to discover and explore all SEPHORA has to offer. Customers will be encouraged to test and try the expansive range of products and if they need help around store, there will be more than 30 SEPHORA expert beauty advisors on the ground to assist.

“SEPHORA has something to offer everyone, in addition to endless brands and products we have in-store services to make customers look and feel amazing. At the Melbourne store, time-poor beauty lovers can enjoy a 15 minute Express Service make over, and for those shoppers with more time up their sleeve, they can opt for a Customised Make Up Application, where the session is tailored to your personal beauty needs and the cost is redeemable in product from any of our sort after brands”, said Ms Amelia.

SEPHORA stocks more than 30 exclusive beauty brands such as Marc Jacobs Beauty, Tarte, Kat Von D, IT Cosmetics, Cover FX, NUDESTIX, Beauty Blender, Ole Henriksen, Formula X and its own private label SEPHORA Collection, rounding out its offering with well-known prestige brands and creating a beauty destination unlike any other in Australia.

“SEPHORA scours the world looking for the items beauty addicts can’t live without and we have made sure Melbourne Central shoppers will have access to all the must-have items and cult brands SEPHORA has to offer,” said Ms Amelia.

Melbourne Central is just as excited to welcome SEPHORA to its growing list of global and premier retailers. Leigh Dunn General Manager from Melbourne Central said the new SEPHORA store will be uniquely positioned near Shot Tower Square on Level 1.

“The Melbourne city retail landscape has experienced huge revitalisation and we are proud to be a part of this consumer-driven change. SEPHORA’s arrival is exciting for everyone in Melbourne and it demonstrates the centre as a destination of choice for international flagship stores looking for a position in an iconic Melbourne CBD landmark,” said Leigh Dunn.

Are you a beauty enthusiast? How did you find SEPHORA?