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.
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)