If you’ve ever been to the USA you’ll know that there is only one cosmetics store to visit, Sephora, and it is a destination stop for many women when they go there. It brings together big brands and their own quite lovely home brand to form a powerhouse of cosmetics and perfumes we can only dream of. And, as it is in America, the prices are unbelievable! Well, I’ve got some good news.
Sephora have over the last week come out to say that they will open their first flagship store in central Sydney by Christmas… exciting. But that’s not all… They’ve blown us all away by saying they will bring their US pricing with them! That’s right Sephora have pledged that their local stores will be matching their US stores’ prices. Unheard of in Australia.
For those who don’t already know, make-up here in Australia is frankly unfairly and ridiculously expensive. In the US, I can buy my bottle of Revlon Colourstay foundation for about $7, here it is well over $30 at Target and other retailers. It is so expensive that I buy stocks of my MAC moisturiser when someone in my family goes overseas and hope dearly I don’t run out before the next family member travels.
The news has been met by rapturous applause from women everywhere. Cheap cosmetics are finally coming our way! It will surely wound the already hurting David Jones and Myer stores that currently hold over 60% of the make up and cosmetic marketshare in our country and will hopefully, for all of us, lead to a bit of a price war.
Sephora in the US sells cologne and perfume, shampoos and conditioners, major makeup brands, beauty supplies, and a full range of home brand. They offer makeup tutorials and makeovers too. And they offer a loyalty scheme that keeps every young and old woman coming back.
Sephora’s Ravi Thakran, group president Asia and the Middle East for LVMH, told The Australian Financial Review there was scope for about 20 Sephora stores in Australia over the next few years.
So, how do you feel about make-up prices in Australia? Will you be welcoming Sephora to your bathroom?
