Sephora plans to match US prices of cosmetics when the multinational beauty chain opens its first Australian store in December.
Subscribe now for unlimited access.
$0/
(min cost $0)
or signup to continue reading
The popular make-up chain, which carries products by NARS as well as Rihanna's new fragrance and Marc Jacobs' beauty line, will also offer Australian customers new brands and set up a self-service format inside the Pitt Street Mall flagship store, essentially creating a three-story, 800 square metre supermarket.
According to a report by The Australian Financial Review, which is owned by Fairfax Media, publisher of Life & Style, Sephora Australia will launch new brands every month for the first year, introduce a customer loyalty program and offer cosmetics and hair care products at US prices, which are significantly cheaper than what Australians pay for cosmetics.
The arrival of Sephora Down Under will be the first time in 50 years the likes of Myer and David Jones will encounter competition in the make-up market. However, Ravi Thakran, the Asia and Middle East president for parent company LVMH, said "there is plenty of room for a new player".
After womenswear, cosmetics is the biggest selling category at both department stores. They control about 60 per cent of Australia's premium cosmetics market, selling everything from Estee Lauder to L'Oreal.
