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Sephora Unveiling Exclusive Brands in Europe

A raft of beauty brands, including Mineral Flowers and sun care line Plants & Co., are entering Sephora in Europe for the spring-summer season.

PARIS — A number of beauty brands are entering Sephora here for the spring-summer season.

Among the new names exclusive to the LVMH Moët Hennessy Louis Vuitton-owned perfumery chain in Europe is Mineral Flowers, just out at the end of February in France. The skin care products’ formulation includes floral waxes, mineral mud, plus baobab and kukui oils. Mineral Flowers boasts products that are 99.65 percent to 100 percent natural. They’re divided into the categories: almond flower for dry skin; a melange of rose and geranium for normal and mixed skin, and chamomile for sensitive and extremely dry skin. Prices range from 9.90 euros, or $13.50 at current exchange, for a 100-ml. facial wash to 16.90 euros, or $23, for a 100-ml. moisturizing day cream.

On the sun care front, an entrant is the Plants & Co. line created for Sephora that’s due out in mid-April. The six-unit collection comprises products with formulas including aloe vera, ceratanoia siliqua — a precursor to melanin — and filters. The 150-ml. Tanning Sun Cream with Aloe Vera SPF 6 costs 22 euros, or $29.95, while the Tan Intensifier Sun Cream with Aloe Vera goes for 26 euros, or $35.40, per 150-ml. tube.

Set for an early May launch here (and to be carried exclusively in Sephora stores worldwide) are two makeup palettes conceived by Edun — the socially conscious clothing brand founded in 2005 by Ali Hewson and her husband, Bono — and Sephora. Each contains six eye shadows and one blush that come in a wooden box and an organic cotton pouch. One palette sells for 30 euros, or $40.85.

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Sephora France will host a “Sex and the City”-related online game through its site jeu-sephora.com between April 30 and June 16. Contestants must choose their favorite character from the show and submit their coordinates. The winning prize includes a trip for two to New York with a budget of $800 for shopping as well as visits to city spots that appear in “Sex and the City.”

Sephora France is also in the midst of rolling out Benefit Brow Bars to 12 more locations, bringing the total to 27 countrywide by the week of April 6.

With a green theme, the perfumery chain aims to have 80 percent of the deliveries made to its 250 French stores be by electric trucks by yearend. The initiative began at the end of September, and since then, Sephora’s carbon monoxide output has been reduced by 329 tons.