Sephora has continued the global expansion of its beauty empire - opening its online doors to local shoppers with the launch of its e-commerce site Down Under.
Sephora Australia country manager Libby Amelia tells The West Australian: “We wanted to ensure all Australians had access to the Sephora Australia offerings no matter where you live.”
She went on to tell Vogue: “The Australian consumer is incredibly engaged, [and] they actively hunt for the newest, most innovative on-trend products. We find that there is a real mix between those that are fiercely loyal to Australian brands and those that are obsessed with celebrity and international brands such as Marc Jacobs Beauty, Anastasia Beverly Hills and Kat Von D.”
Just as in store, Sephora will offer shoppers a range of samples to choose from at the checkout, as well as a slew of brands that won’t be available to purchase in a standard store.
Reception of the online addition to the beauty superstore is expected to follow similar popularity to that of the Australian store openings - the two Sydney additions sparked pandemonium with a third Melbourne store to open shortly and expecting a similar reaction.
Sephora’s Australian reception so far has surprised even the Australian arm of the business, with Amelia admitting: “We knew that when entering this market we would be busy but we have been overwhelmed with the positive response.”
Sephora.com.au will offer free delivery on all orders over $55.
