Sephora finally opens doors to Aussie market

By AdNews | 5 December 2014

Beauty wonderland, Sephora, has opened the doors of its first Australian store today. The shop, located at Pitt St Westfield in Sydney, is welcoming visitors with drinks, snacks and entertainment.

The make-up giant got a touch more promotion for the new store after making headlines yesterday for a typo. It accidentally left out a crucial letter during its social media countdown to the opening.

On the store's 'Countdown to Beauty' hashtag, it missed the letter 'o' out in count, leaving a particularly rude swear word on the page instead.

The launch activation has been developed by Momentum Worldwide and consists of digital, experiential, promotional and social elements. A large alarm clock has been placed above the new store’s entrance that will count down to the launch at midday on Friday. 

Sephora’s message is “Enough beauty sleep, Sydney… it’s time to wake up!” To capture the excitement of the public, Instagram images tagged with #countdowntobeauty will feature on screens at the store. 

Huge crowds are expected at the launch and already thousands of people have lined up to receive samples in the lead up to the opening.

Fiona Novak, Sephora country manager, says: “It has been a long time coming especially for our devoted Australian Sephora fans – although we know the wait will be worth it.”

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