Celebrating its 10th anniversary in Australia, Sephora unveils its Melbourne flagship store, the largest Sephora store in Australia and New Zealand at 693m2. Opening Thursday 5 September, the new store concept at Melbourne Central is a testament to Sephora’s passion for experiential retail, offering consumers a thoughtfully curated and trend-forward beauty assortment.
On September 4, Sephora hosted an exclusive media and influencer event ahead of the store’s grand reopening. Select media and influencers were invited to experience the newly revamped space in a VIP setting. The evening featured engaging beauty masterclasses, a live DJ set by Melbourne’s own DJ Tanzer, and a special opportunity to explore Sephora favourites before the official launch.
Mark O’Keefe, General Manager of Sephora Australia and New Zealand, said: “We are thrilled to announce the re-opening of our flagship Melbourne Central store. This revitalised space offers customers an immersive beauty experience where they can explore our extensive product range and engage with the latest beauty tech and digital elements. This store represents the perfect blend of innovation and experience, allowing our customers to fully immerse themselves in the world’s best beauty brands through a highly personalised retail experience.”
The Melbourne Central store has undergone an extensive renovation to usher in a new era for Australian beauty enthusiasts as Sephora brings together the best elements across its physical and digital offering in an immersive omni-channel retail experience.
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- Sephora’s exclusive media and influencer event at Melbourne Central, 4 September
The store will house over 120 brands, including new brands Paula’s Choice and Aveda as well as cult favourites Rare Beauty, Fenty Beauty, and Ouai, that can only be found in Sephora.
The Beauty & Hair Studios will feature an exciting line-up of services to showcase the latest product and brand debuts. A specialised Skin Consultation zone provides Hydrafacial treatments alongside Skincredible – a state-of-the-art app endorsed by dermatologists for personalised skin analysis. Additionally, this location proudly introduces Australia’s first Sephora Beauty School, designed as an exclusive space for educational masterclasses with beauty brands.
From 8am – 10am Sephora will host several exciting entertainment on the re-opening day; including a live DJ, beauty stations and distribution of thousands of samples and giveaways.
“As we celebrate our 10th anniversary in the Australian market, 2024 is a significant year for Sephora, and we are excited to continue our expansion with new stores in Miranda, New South Wales; Marion, South Australia; Fountain Gate, Victoria and Northlakes, Queensland,” said O’Keefe.
