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 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 which 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.