Forget fashion retail wars, come December Sephora, David Jones and Myer will be doing battle via cosmetic counters. Here Jessica Gomes gets a last-minute touch up before the DJs fashion preview.
Sephora has given beauty fans a sneak preview of what to expect from its first Australian store.
Via a written statement, the popular beauty chain confirmed a number of popular brands to be stocked in the flagship store, which will open in Sydney’s Pitt Street Mall in December.
Sephora Australia Country Manager Fiona Novak said the full ranges of Marc Jacobs Beauty, Tarte, Kat Von D, MAKE UP FOR EVER, Andre Fullerton, Boscia, Skin Inc, For Beloved One, Formula X, Percy & Reed have all been confirmed for sale in Australia. More brands are to be announced in the coming months.
The popular make-up chain, which also carries more than 600 products for men, will set up a self-service format inside the first Australian store, essentially creating a two-story, 650 square metre supermarket. It will be the largest Sephora store in the southern hemisphere.
The arrival of Sephora 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 recently: "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.
However David Jones’ new parent company, South African supermarket chain Woolworths, has confirmed it will be bringing new brands to the department store as well as revamping the David Jones line of products, which includes cosmetics. Woolworths CEO Ian Moir said the David Jones-label products will be revamped and targeted at a younger and more fashionable market.
Woolworths in South Africa also sells its own label of affordable beauty wares with products including lipsticks and foundations starting at about $12. David Jones will confirm if WBeauty will migrate to Australian cosmetic counters in the coming months.