Sephora Melbourne Central store opens, fans camp out
THOUSANDS of beauty fanatics caused a frenzy before the opening of a major international store in Melbourne Central, with some camping out overnight to be first through the door.
Confidential
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INTERNATIONAL beauty giant Sephora landed in Melbourne today.
Thousands of beauty fanatics caused a frenzy before the opening of the 500 square metre retail space in Melbourne Central, where some had even camped out overnight to ensure they were one of the first through the door.
Blackburn North resident Maddie Thomas said she had been at the store in Melbourne Central since 8.45pm the night before.
“I’ve just been waiting with my mum and boyfriend — we managed about one hour of sleep last night but it was pretty hard to get comfortable on the concrete,” she said.
“I love Sephora and I love makeup — I want to buy all my Christmas presents and just different makeup products I can blog about.”
Entertainment kicked off at 8am to keep the lining beauty addicts amused before the makeup megastore opened at midday, a tradition of every Sephora opening around the world.
Libby Amelia, country manager of Sephora Australia, says they were expecting record opening-day sales from Melbourne beauty addicts.
“Opening day of Sephora’s first Australian store in Sydney saw a record number of beauty fanatics come through the doors and the highest sales of any Sephora opening day ever,” Ms Amelia said.
“We don’t underestimate the number of beauty lovers in Melbourne. We are expecting the same, if not bigger, response for our first Melbourne store.”
Extra security and extended trading hours were arranged to cope with the anticipated crowds after more than 7,500 beauty enthusiasts said they were attending the public event on Facebook.
Sephora stocks more than 30 exclusive beauty brands including Marc Jacobs, Tarte, Kat von D and Lara Worthington’s First Base range of self-tanners.
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