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PARIS -- Changes are afoot at Sephora.
The LVMH Moet Hennessy Louis Vuitton-owned perfumery unveiled a Sephora MAC Makeup Studio here and made its debut in print advertising in France this week. It will also launch a private label line of fragrances worldwide next month.
MAC unveiled the 431-square-foot makeup studio Tuesday in Sephora's Champs-Elysees flagship. The space, located in the perfumery's color cosmetics area, has an open-sell format and is manned by MAC makeup artists.
"It's an opportunity for us to articulate [MAC's] unique service approach in a Sephora environment," said MAC president John Demsey, who noted the studio's debut marks the brand's first foray into a Sephora door. "Clearly, the Sephora Champs-Elysees store is a world-class beauty destination. It is one of the most highly visible and frequented beacons in our industry."
Jacques Levy, Sephora Europe's chief executive officer, said the image of his perfumery chain and that of MAC make a good match. "It has been a dream for MAC to come to the Sephora Champs-Elysees store and a dream for Sephora to have MAC, which has a very [edgy] positioning in makeup," he said.
Demsey added the studio also offers "an opportunity to test the viability of MAC in Sephora's best door."
A second, smaller version of the studio is also slated to be opened in a Sephora outside of Paris, he said.
To fete the studio's Champs-Elysees opening, MAC will host a three-week promotion starting next Tuesday, featuring body painting and consultations with the brand's backstage beauty team. DJs will spin a backstage-fashion-show ambience, and plasma screens will project images of makeup artists demonstrating how to re-create the latest catwalk looks. Additionally, MAC has created a limited-edition burgundy-tinted lipstick that will be available exclusively in the store. Called Sephora Red, it will retail for $20.50 at current exchange rates, or 16 euros.
Other limited-edition MAC items exclusive to the Champs-Elysees store will be available throughout the year, as well.
Sephora broke its first ad campaign in French publications Monday, which features a new image concept for the chain dubbed "advancer en beaute," (advance beautifully, in English). Its visuals are event- and category-themed, picturing a selection of beauty products, including private label items. It's a strategy that makes sense for Sephora,...