Hundreds line up for Adelaide’s first Sephora store opening in Rundle Mall
About 1000 people have braved the cold and queued for hours — some overnight — for this morning’s opening of global cosmetics giant Sephora’s first Adelaide store.
Confidential
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Global cosmetics giant Sephora’s first Adelaide store, its 20th in Australia, officially opened its doors this morning and eager makeup and beauty lovers braved freezing temperatures overnight to be first in line.
Desperate fans hoping to be first to walk through the glamorous 380sq m shop were all smiles on Thursday morning — the sun finally hitting the 300m-long line after a cold night.
Many queued for hours — some overnight since 6.30pm — with the crowd swelling to about 1000 just before the 9am opening.
The line stretched down Rundle Mall and around the corner of Charles St to North Tce.
Abigail Boks, 21, said she rugged up in layers of clothes and blankets to outlast temperatures as low as 7C.
“We got here about midnight,” she told The Advertiser.
“It was freezing... I came with my mum, my grandma came as well... my sister is too young to stay up but it’s a whole family affair.
“And a supportive boyfriend.”
Ms Boks said Sephora’s products were well worth the wait.
“We’re just keen, I’m a huge fan of their makeup.
They’ve got brands you don’t really have access to in Australia,” she said.
“Now we don’t have to get it online and pay the crazy shipping fees.”
She said some people had cut in line but overall it was a “good experience”.
Ms Boks’ boyfriend, Joseph, said he was “just tired”.
Friends Miriam Arnold, 21, and Lucy Roper, 29, were among the first 10 people to get inside after lining up from 6.30pm on Wednesday.
“I got a lot of different things, some skin care, eyebrow stuff,” Ms Arnold said.
“We got to come in before it opened, we were allowed in an hour before to pick our things.”
Ms Roper called the experience the “best day of my life”, but said she wasn’t looking forward to a long day at work after little sleep.
While the store officially opened its doors at 9am, ahead of that, a Sephora Street Party kicked off at 7am with a huge stage, live DJ, make-up stations and more, plus giveaways for the first 500 in line. The first 10 were also given $100 to spend.
Make-up artist to the stars Mandy Nashdidn’t have to worry about lining up in the chilly weather — she got the first look at the new store.
Mandy, whose celeb clients have included Grace Jones and Barry Humphries, popped in for a photoshoot with the Tiser ahead of Wednesday night’s VIP opening party.
Cashing in on the $7.1 billion Australians spend on beauty each year, global cosmetics giant Sephora exclusively stocks brands such as Fenty Beauty by Rihanna, Marcs Jacobs Beauty and Kat Von D.
Mandy, impressed by the range of brands available and the “luxe” store fit-out, says she’ll definitely be back.
“There’s now way more variety … we can pick and choose between each brand and get the cream of the crop.”