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Published April 8th 2014
Sephora has given Myer and David Jones the cold shoulder, preferring instead to depend on their international reputation to enter Australia's cosmetics and beauty industry independently.
Myer and David Jones were keen to follow a model used by US retailer JC Penney, which has more than 400 Sephora retail outlets inside its department stores; the department store chains are hopeful that Sephora will warm up to them and open both independent stores and retail outlets within the department stores.
Now owned by Louis Vuitton, Sephora was founded in France by Dominique Mandonnaud in 1970, and offers a broad range of product categories including skincare, color, fragrance, body, make up, and haircare, in addition to their own private label.
The world's largest beauty retailer is looking to open stand-alone stores in Australia next year.
Sephora is well known for customer service. Sales clerks are well-trained to provide products specific to customers' needs, skilled in skin-types and application techniques, and they are generous with samples. Presumably Australia's stores will offer the Beauty Insiders Club, offering such perks as a free gift on your birthday.