DALLAS — Sephora has great expectations for its first Brazilian store opening today in São Paulo’s new JK Iguatemi mall.
“Prestige penetration was really limited until now, but the Brazilian market is very well informed about brands and products and is really eager,” said Paula Larroque, general manager and senior vice president of Latin America for Sephora Americas. “We know we are bringing something they have been expecting for a long time.”
Christopher de Lapuente, global president and chief executive officer of Sephora, added, “I grew up in Brazil so I know just how fun and exciting this market can be. Brazil is one of the biggest beauty markets in the world, and we know how much Brazilians love shopping in Sephora from the numerous tourists in our French and North American stores.”
Brazil is the third largest beauty market in the world and the fastest growing, according to a study released in March by A.T. Kearney. Its emerging middle class and a cultural emphasis on glamour fueled 13 percent compound annual growth in beauty, soap and hair care from 2005 to 2010, noted Hana Ben-Shabat, a partner at the consulting firm. Volume hit $34 billion in 2010, eclipsed only by the U.S. and Japan.
The store’s 3,800-square foot space presents more than 100 brands and at least 15 prestige labels exclusively, including Make Up For Ever, Nars, Urban Decay, Benefit, Stila and Kat Von D, with more to come. Its 300-foot glass facade is highly visible within the mall.
Most Sephora stores stock about 200 labels, and the gradual rollout of brands in São Paulo is largely due to the Brazilian government’s rigorous and time-consuming registration process for cosmetics, Larroque explained.
Sephora’s Brazilian entry began two years ago when parent company LVMH Moët Hennessy Louis Vuitton bought Sack’s, the nation’s biggest beauty e-tailer.
“We know from our experience on Sack’s that there is a great desire for our brands and products, many of which have never been sold in the market before,” Larroque noted.
“We are thrilled with the response,” said J.P. McCary, MUFE general manager of the Americas. “The Brazilian customer knows our product. It’s hard to shop complexion on a Web site, and they are buying it first and foremost.”
Prices are higher in Brazil due to tariffs, and the site invites shoppers to pay in 12 installments for many products including MUFE’s bestselling HD Microfinish Powder, which is priced at about $65.43 compared with $32 in the U.S.
Since the mall’s opening was delayed repeatedly, Sephora planned its opening later to ensure no snafus for opening events including a cocktail party Thursday with local celebrities and many international brand executives.
The beauty chain is also expanding in Mexico, where it opened its first unit last October in Mexico City. Its fifth store opened July 5 in Mexico City, and two more are due there by yearend, giving the chain five stores in Mexico City and one each in Guadalajara and Puebla.
The company’s Mexican Web site is strictly informational but could be developed next year for e-commerce, she said.
“It’s part of our expansion plan, but we decided to position our brick-and-mortar experience and brand into the market…and then in the second phase develop e-commerce,” Larroque said.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye