Sephora: Beauty purveyor opens doors to entice Metro Vancouver
Join the world in swooning for Sephora
By Chantal Eustace, Vancouver SunJuly 3, 2009Comments (2)
VANCOUVER - Sometimes the right lip gloss can change your life. At least for a few minutes.
That’s part of the philosophy behind the massive success of Sephora, a beauty retailer that began in France 40 years ago and now boasts close to 1,000 stores worldwide. Next week, Metro Vancouver joins the party.
The company’s flagship Vancouver store, opening July 10 at Pacific Centre, will be the country’s biggest at 7,452 square feet. That same day, Sephora will open shop in Coquitlam Centre (5,421 square feet), and a third location (5,419 square feet) is slated for Burnaby’s Metrotown in the fall.
Fans already know the thrill of filling their baskets with perfectly packaged palettes and potions. Or simply snooping around and trying it all on, then leaving with a few samples tucked inside their purses.
Sephora is a trendster’s paradise, particularly since it features so many niche brands, temptingly arranged.
Inside the brightly lit space, items are displayed differently than in most beauty boutiques or department stores: Sephora is organized by product, not by brand.
This makes shopping easy, says Marie-Christine Marchives, vice-president of Sephora Canada.
“You have the makeup, you have the fragrance, you have the skin care,” Marchives says.
And then there’s the fact that Sephora stores are huge, usually at least 5,200 square feet in size. That’s one giant makeup bag.
“You want big space because the philosophy of Sephora is choice,” Marchives says. “We have an average of more than 200 or 220 brands per store.”
Also, Marchives says, many of the brands are either exclusive or hard to find, like Girlactik, Fracas, Caudalie and the coveted Sephora in-house brand.
The chain also carries items such as designer vitamins, wrinkle-busting potions, plug-in skincare tools, anti-oxidant waters and teas, as well as beauty products for men and children.
“We want to be trendy,” Marchives says. “We are not afraid to take risks on a colour, to take risks on a brand.”
With all of these brands comes a wide range of prices, another key part of Sephora’s appeal to glamour girls and savvy shoppers.
“All of our clients have different budgets,” Marchives says. “You can buy a nail polish for $10, but you can also buy your nail polish for $40. It’s up to you.”
She said Sephora strives to make shopping fun by encouraging a relaxed atmosphere where customers feel comfortable enough to try on makeup or ask for advice. Staff — there will be 45 in Vancouver and 25 in Coquitlam — are referred to as “cast members.”
Marchives is confident there’s a need for three Sephora outlets in Metro Vancouver, even with the current economy.
She began hunting for a Vancouver location three years ago but couldn’t find a suitable space that would be large enough. Then came three good locations, so Sephora went with all three.
Because who doesn’t enjoy a little retail therapy?
“When people come to Sephora and just find a small thing to make them happy — it can be a gloss, it can be a mascara, it can be just to get makeup [applied] for 10 minutes — if they leave Sephora happy, I think it changes feelings,” Marchives says.
“When the people feel more beautiful, everything is better.”
http://www.vancouversun.com/Life/Sephora...ntice+Metro+Vancouver/1757149/story.html
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