Sephora Pushes the Boundaries of Innovation with the Reopening of Melbourne Central Flagship Store

As part of its 10th anniversary in Australia, Sephora is pushing the boundaries of innovation to bring new retail concepts and expand its footprint for its growing community of beauty enthusiasts

MELBOURNE, Australia, Sept. 4, 2024 /PRNewswire/ -- Sephora is excited to announce the re-design of its Melbourne flagship store, the largest Sephora store in ANZ at 693 square metres. This beauty haven at Melbourne Central has undergone an extensive renovation to  usher in a new era for Australian beauty enthusiasts as Sephora brings together the best elements across its physical and digital offering in an immersive omni-channel retail experience.

Mark O'Keefe, General Manager of Sephora Australia and New Zealand, shared, "We are thrilled to announce the re-opening of our flagship Melbourne Central store. This revitalised space offers customers an immersive beauty experience where they can explore our extensive product range and engage with the latest beauty tech and digital elements. This store represents the perfect blend of innovation and experience, allowing our customers to fully immerse themselves in the world's best beauty brands through a highly personalised retail experience. As we celebrate our 10th anniversary in the Australian market, 2024 is a significant year for Sephora, and we are excited to continue our expansion with new stores in Miranda, New South Wales; Marion, South Australia; Fountain Gate, Victoria and Northlakes, Brisbane."

The new store concept at Melbourne Central is a testament to Sephora's passion for experiential retail, offering consumers a thoughtfully curated and trend-forward beauty assortment. The store will house over 120 brands, including new brands Paula's Choice and Aveda as well as cult favourites Rare Beauty, Fenty Beauty, and Ouai, that can only be found in Sephora. The Beauty & Hair Studios will feature an exciting line-up of services to showcase the latest product and brand debuts. A specialised Skin Consultation zone provides Hydrafacial treatments alongside Skincredible—a state-of-the-art app endorsed by dermatologists for personalised skin analysis. Additionally, this location proudly introduces Australia's first Sephora Beauty School, designed as an exclusive space for educational masterclasses with beauty brands.

Sephora Spokesperson interviews available upon request.

For more or to request interviews please contact:  

Grace Powers, Hatrik House - [email protected] 

About Sephora    

Sephora is the world's leading global prestige beauty retail brand. With 52,000 passionate employees operating in 34 markets, Sephora connects customers and beauty brands within the world's most trusted and dynamic beauty community. We serve a highly engaged community of hundreds of millions of beauty followers across our global omnichannel network of more than 3,000 stores, iconic flagships, e-commerce and digital platforms, offering personalised, immersive and seamless experiences across every touchpoint. With our curation of close to 500 brands and our own label, Sephora Collection, we offer the most diverse range of prestige beauty products, tailored to our customers' needs from fragrance to make-up, haircare, skincare and beyond, as we constantly reimagine the world of prestige beauty.

Since our inception in 1969 in Limoges, France, and as part of the LVMH Group since 1997, we have been disrupting the prestige beauty retail industry. Today, we continue to break with convention to drive our purpose: to champion a world of inspiration and inclusion where everyone can celebrate their beauty.

SOURCE Sephora