Sephora’s latest store “completes omnichannel loop”

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Cosmetics retailer, Sephora, will open its 11th Australian store at Westfield Bondi Junction in September.

The new location adds to the beauty chain’s five Sydney stores, located at Pitt St, Broadway, Macquarie, Warringah, Macarthur Square, as well as the soon to open Charlestown (Hunter Valley) location.

Sephora country manager, Libby Amelia, said it had been a “big year” for the brand and that there was “no sign of us slowing down yet.”

Brands including KORA Organics, The Beauty Chef and WelleCo, alongside luxe hair care brand Ouai and natural efficacious skincare like Peter Thomas Roth and Ole Henriksen will be offered at the store.

According to Amelia, the Bondi location will house niche, luxe and natural offerings from local and international brands, with the store set to one of the first retail locations to include Sephora’s new in-store ‘Wellness’ hub, which completes “the loop on our omnichannel offering.”

“In 2017, ‘Wellness’ became the new black – far from a trend, this beauty essential is a staple in the routines of women across the globe,” said Amelia.

“Instead of buying quick-fixes and synthetic supplements health-conscious consumers are turning to products with ingredients that promise to combat the effects of an always-on lifestyle.”

As the first market globally to adopt the Wellness vertical, the global retailer said “it’s only logical that the Australian market would select from the wealth of Aussie wellness brands,” offering a selection from Miranda Kerr’s KORA Organics and Elle Macpherson’s WelleCo, Carla Oates’ The Beauty Chef, James Duigan’s Bodyism, and Chanelle Louise’s Cilk Rosewater.

“Our customers always want the next big thing, and the demand for wellness has been growing for some time”, said Alice Macdonald, Sephora Australia’s digital category manager.

“Women are seeing beauty as a natural extension of their health, and are scanning beauty labels just as thoroughly as they do the labels on their food. The social movement for the wellness category is really strong with our customers, and we are so excited to be able to cater to their needs.”

Sephora Australia retail category manager, Kirrily Bird, said its customers “know that Wellness isn’t an add-on or an afterthought, but a key step in her daily beauty routine” and that the retailer was “really conscious of partnering with brands and products that had a strong link back to beauty and skin health.”

Of the future plans for the category, Amelia said that, “Wellness isn’t a moment, but a mainstay at the core of our business”.

“The launch is one moment in the journey of Wellness for Sephora and for our brands and offering. Watch this space,” she said.


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