News on Sephora’s launch into Australia just keeps getting more exciting. The latest announcement to get beauty buffs’ hearts fluttering is that the beauty chain is planning to match US prices when it opens its doors here in Australia in December.
The Australian Financial Review reports that Sydney’s Pitt Street Mall flagship store will be fit out as a three-storey, 800 square metre supermarket with a self-service format. Sephora Australia will give Australian consumers access to a plethora of brands not previously sold in the country, with new brands launched every month for the first year.
On top of offering cosmetics and hair products at US prices, which are significantly cheaper than those found in Australia, the multinational chain store will be introducing a customer loyalty program.
The arrival of Sephora is set to shake things up for the likes of Myer and David Jones, who currently control approximately 60 per cent of Australia’s premium cosmetics market.
