Beauty giant launches new Geelong store with products ‘never before available in the region’
Beauty lovers have lined up along Pakington Street as Mecca opens its second Geelong store, bringing makeup brands never before available in the region.
A huge crowd has lined up around the block along Pakington Street for the opening of MECCA’s highly anticipated second Geelong store, with so many beauty enthusiasts turning up that staff had to temporarily stop the line.
Following a ribbon-cutting ceremony on Friday, an exclusive look behind the scenes showed staff making the final touches to what promises to be Geelong’s newest retail hotspot.
Inside, the store was gleaming.
Polished floors, perfectly aligned product displays and soft, bright lighting gave the space a sleek, gallery-like feel.
Mirrors stretched along the walls, reflecting rows of skincare, makeup and fragrance brands – many of which have “never before been available in the region”.
For Geelong’s beauty crowd, it marks the arrival of a high-end shopping experience usually reserved for capital cities.
The Pakington St store expands Mecca’s local offerings beyond its existing Westfield location, introducing an extended line-up of prestige and emerging brands including Diptyque, Westman Atelier and Augustinus Bader.
It comes as more than 50,000 Geelong residents have signed up to the store’s membership program.
MECCA retail general manager Sophie Wood said shoppers could also explore new dedicated zones such as the Skin Sink and Perfumeria, designed to provide personalised skincare expertise and immersive fragrance discovery.
“Our new Pakington St store brings an elevated beauty experience to Geelong, with a curated line-up of prestige brands that have never before been available in the region,” Ms Wood said.
“It’s all about delivering the full MECCA experience closer to home for our regional community.”
The store at 340 Pakington St forms part of a broader rejuvenation by billionaire Cotton On founder Nigel Austin, who has bought up property on the strip and brought in new retailers over the past three years.
“Pakington Street is one of Geelong’s most vibrant retail destinations, known for its boutiques, cafes, and lifestyle stores,” Ms Wood said.
“It attracts an incredibly diverse customer base, from young families and professionals to long-time locals, making it the perfect home for MECCA’s first High Street store in the region.
“The River End, near many of Newtown’s fashion and lifestyle retailers, allows us to sit right at the heart of where our customers already love to shop.”
To mark the opening, Mecca is hosting three days of celebrations from December 5 to 7.
Throughout the weekend, shoppers will be treated to complimentary express artistry, fragrance discovery and luxury hair services.
The first 1500 customers to make a purchase also receive a Beauty Loop gift.
When asked whether there were plans for further growth along the Surf Coast, Ms Wood said there were no immediate plans but the region remained “an exciting and growing” opportunity.
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Originally published as Beauty giant launches new Geelong store with products ‘never before available in the region’
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