Beauty fanatics beat a path to make-up store’s doors

21 Jul

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By Kelsey Todd, Bond University Journalism Student

More than 700 people queued at Pacific Fair last Friday for the grand opening of makeup giant Sephora’s first Queensland store.

The first 100 people through the door on opening day received a $50 gift voucher and the next 200 people won themselves a limited edition Sephora tote bag.

Opening day also featured gifts with purchases, beauty samples and other free services.

The excitement permeated through the weekend as makeup lovers were frantic to get their hands on products.

Sephora employees said the weekend was hectic.

Assistant Store Manager Chantelle Powelle said the experience had been thrilling despite the fast pace.

“It has been an amazing experience opening the store, and we really love our customers,” she said.

“We’ve also been having loads of fun as a team.”

About 50 people were lined up in the checkout on Sunday afternoon and more milled around the various kiosks where they tested products.

Bright, colorful displays showcased a wide variety of beauty items for both men and women.

Dozens of staff stood eager to speak to customers as they showed off the new products.

Beauty Advisor Alicia Peters said the rest of the team had been incredible to work with and was the key to the successful opening.

“We offer a very unique and inviting customer experience,” she said.

“At other stores, customers would be looked at strangely if they asked to try out a makeup product, but our company encourages it.

“This is our first store in Queensland, and as you can imagine it’s been a constant crazy flow since opening day.”

The makeup heaven has gained momentum in the Australian market thanks to its try-before-you-buy scheme.

Shai Clarke, a NSW resident, said that she had travelled through the area and stopped at Pacific Fair just to visit Sephora.

“I was very impressed with the selection and range of stock,” she said.

“The undeniable teamwork both on the floor and behind the counter seemed to make for an almost seamless customer experience.”

Ms Clarke said she managed her way through the checkout in just fifteen minutes despite the massive lineup.

The support staff continued outside the store, where a DJ created more excitement by blasting beats to shoppers passing by.

Sephora opened its first store in Australia in 2014 in Sydney. The Pacific Fair location will join three existing store across the country.


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