Homegrown Aussie brand, Alpha-H, is thrilled to announce its latest partnership with Sephora that will see it enter 280 US stores on March 22.
BEAUTYDIRECTORY sat down with Alpha-H global brand manager, Jamee Parker, to find out more about what it takes to get noticed by the beauty retail juggernaut and what the process entails.
How did the partnership with Sephora first come about?
We first partnered with the Sephora Australasia team roughly eight years ago, and since then we have developed a strong relationship with the beauty trailblazer.
The Sephora USA team identified in January 2018 that Liquid Gold was the missing product within their “Clinical Skincare” assortment and we have been working on getting the range in their top doors as well as online since then.
Alpha-H is currently available online and in-store in Sephora Australia, New Zealand and South East Asia (Thailand, Philippines, Singapore, Malaysia and Hong Kong), whilst we are currently working on launching into Europe, India and Indonesia in Q2, 2019. Due to the success of the brand in these markets, the Sephora USA buying team was sure the brand would work well within its market also.
Alpha-H is now available on Sephora dot com. It launched on February 19 with 12 core products from the Alpha-H range.
In addition, we are launching into 280 doors across the USA on March 22 with three products from the Liquid Gold collection. (Liquid Gold, Liquid Gold Ultimate Perfecting Mask and Liquid Gold Firming Eye Cream.) Alpha-H will be featured across three different area within key doors; Sephora Skin Favourites, Sephora Scouted or Rising Stars, depending on the door.
What most attracted you to being stocked in its stores?
We have seen so much growth since we first partnered with Sephora in our local markets and it has been a dream of ours to launch into the US market with them.
It is Sephora's unique, open-sell environment, along with its prestige products, unbiased service from experts and interactive shopping environment that attracts us most to the visionary beauty retailer. We also admire Sephora for their disruptive spirit and constant innovation; we believe our two brands’ synergies are closely aligned.
Was there anything about the process that surprised/pleased you?
The process has been pretty straight forward for the US launch, however the European compliance and registration process has been an entirely different beast to navigate.
What do you hope to get out of the new partnership with Sephora?
Sephora is a great platform to reach millions of people who are seeking the best in beauty, and Alpha-H is proud to be represented on this unparalleled world-class stage.
2019 will be a big year for Alpha-H and our global relationship with the Sephora markets.
