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Sephora to open Pitt Street flagship next month

SYDNEY, AUSTRALIA – FEBRUARY 9, 2015: Detail of the Sephora store in Sydney Australia. It is a French brand and chain of cosmetics stores founded in Paris in 1970

Sephora Australia is to unveil the new look of its flagship store in Pitt Street next month, stating it will present “a new beauty era”.

The flagship store is scheduled to reopen on January 20 with a completely new design.

President of Sephora Asia Alia Gogi said Sephora Pitt Street will feature “a fresh and energetic store design that is all about experiential retail while preserving the heritage of the Soul Pattinson Building”.

The 470sqm flagship will house all brands on one floor, offering exclusive and new products, including Fenty Skin and a new Niche Fragrance offering. A dedicated space is arranged at the front of the store for brand activations. A black and white runway connects the entrance to the check-out area at the rear of the store.

The store features an entrance void more than 7m in height wrapped in edge lit black and white panels complemented with a suspended digital video wall showing educational beauty content.

The Pitt Street flagship dedicates the upper floor to Sephora University, where its beauty advisors will discover new products and master their skills.

“The new flagship store brings together all the elements that our Sydney customer is passionate about – a wide exclusive brand portfolio, personalised services and differentiated rewards for our loyal customers,” Gogi said.

Sephora Pitt Street will offer hair styling service ‘The Blow On-The-Go’ and brow services at the Benefit Cosmetics Brow Bar. The store is also home to two Beauty Studios with adjustable mirror lighting and multiple application stations.

“The new Pitt Street flagship brings Sephora’s DNA to life with a large space for customers to explore, try and test the latest products and trends, in a safe and welcoming environment,” the company said in a statement.

In celebration of the launch, several promotions will be run during the reopening event.

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