Sephora is a beauty retail concept founded in France. Their unique, open-sell environment features an ever-increasing amount of classic and emerging brands across a broad range of product categories including skincare, makeup, fragrance, body and hair care, in addition to Sephora’s own private label. Today, Sephora is a powerful beauty presence in countries around the world.
Owned by LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury goods group, Sephora is highly regarded as a beauty trailblazer, thanks to its unparalleled assortment of prestige products, unbiased service from experts, interactive shopping environment, disruptive spirit and constant innovation.
The highly anticipated beauty retailer opened its first Perth destination at the new-look Karrinyup. With 23 stores across Australia & New Zealand, there had been no more sought-after location than Perth, with beauty aficionados from across the state eager to be among the first through the doors on launch day.
Detail delivered a targeted publicity campaign, influencer engagement and consumer events for the beauty juggernaut to launch into the Perth market.
Ahead of the retail launch, Perth’s leading beauty influencers were treated to their ‘first taste’ of Sephora with a curated selection of beauty products hand-delivered to their door by the Sephora team – driving excitement amongst the Perth beauty community through extensive social media coverage.
A pre-launch activation included a weekend-long beauty extravaganza pop-up at the iconic Scarborough Beach complete with a Sephora branded ice-cream truck, beauty samples galore and make-up touch-ups for aficionados of the brand.
As a result of the pre-launch activations and awareness building, the official launch day saw thousands of eager shoppers line up to experience the brand-new store for the very first time.
Shoppers were treated to an in-store DJ, fireworks, product bags & makeup samples, a branded cookie collaboration and Sephora hospitality throughout the day. The hype didn’t die down, with a line of shoppers ready and waiting all weekend long and well into the following week.
In addition to a hugely successful influencer campaign and event roll-out, a targeted publicity campaign resulted in extensive coverage for Sephora, including an up-front news piece that ran in The West Australian and was subsequently syndicated across the entire Seven West Media network.
There was also extensive coverage across key online lifestyle outlets such as Urban List, Broadsheet and PerthNow with television coverage secured with outlets such as Sunrise and Channel 9.
In 2022, Sephora opened its second Perth location in the heart of the Murray Street Mall. Detail were engaged to manage the public-facing launch event and worked closely with the Sephora team to deliver an unforgettable opening day. From fireworks and live music, to pop-up coffee carts, popcorn, fairy floss and pretzel stands, carnival games and tarot card readers – the event was a huge success, with thousands of beauty aficionados attending the launch day and opening weekend.
In 2023, Sephora made the move south of the river, opening their third Perth store at Westfield Carousel. Detail were engaged to manage publicity in the lead-up to the event, as well as manage the public-facing launch event on the day and across the opening weekend.
The publicity campaign saw extensive coverage across The West Australian and Perth Now networks, as well as a strong social media presence. Detail engaged local influencer talent and beauty aficionado Em Davies to front the campaign, achieving a PerthNow story as a result, along with social media coverage to her 363,000 followers. Further social media coverage was a result of engaging a number of local influencers with a firm foot in the beauty space, treating them to a PR box ahead of the event and inviting them down on launch day.
Across the weekend, thousands of people visited the store – which kicked off with an opening party on Thursday, which saw Detail organise cannoli, custom fortune cookies, coffee, DJs, fireworks and 1000s of samples to boot.