Sephora’s HK return: LVMH-owned retailer to offer ‘most extensive’ beauty brand portfolio

This will include “cult beauty favourites”​ such as Drunk Elephant, It Cosmetics, Ouai, Sunday Riley, Farmacy, Opalex and Tarte.

Additionally, the store will feature niche fragrance labels including Clean Reserve, Kayali, Bon Parfumeur and Maison Margiela.

This will give LVMH-owned Sephora the “most extensive” ​brand portfolio in the market online and offline, claimed Benjamin Vuchot, Sephora’s Asia President.

“We are really proud of the exciting brand portfolio for our new store. We believe the new Sephora Hong Kong will be the ultimate one-stop beauty destination in the region that consumers will find joy in exploring the countless products and services on offer,”​ said Vuchot.

The retailer also plans to continue introducing more brands into Hong Kong across all its categories to provide “endless new discoveries” ​for its consumers.

Aside from a plethora of new brands, the store will offer bespoke beauty services at the Sephora Beauty Studio. It will also offer exclusive events and masterclasses to consumers.

Sephora will complete its omnichannel model with an upgraded online store, which the company continue to operate after shutting its brick-and-mortar outlets in 2010 after two years in the market.

The company will also be launching Sephora Virtual Artist, digital makeover app which allows consumers to try on and compare products virtually.

To celebrate the grand opening of its flagship, Sephora will offer complimentary ferry rides between Tsim Sha Tsui and Central on the launch date. Additionally, the first 300 consumers to visit the flagship will receive a goodie bag of product curated by Sephora.

HK and beyond

Sephora Hong Kong confirmed it would open eight stores in Hong Kong. The second was scheduled to be launched in the fourth quarter of this year at Windsor House in Causeway Bay. Six more will follow in the next two years.

Hong Kong is not the only stop in Sephora APAC expansion plans.

It recently unveiled Sephora’s New Zealand store last July, which attracted hundreds to queue overnight. According to local media outlets, the retailer has spent more than NZ$5m ($3.2m) on the new store on Auckland’s Queen Street.

By the end of this year, Sephora has scheduled to open a store in Korea as well. The firm confirmed that it will be opening its first Korean store in Seoul this October.

Additionally, it plans to open five more outlets and an e-commerce platform by 2020. By 2022, it expects to open an additional 13 stores.