Recently, our students from the Fragrances and Cosmetics Brand Management and Licensing Master’s programme at Istituto Marangoni Paris received a VIP treatment. They graced the red carpet at the newly revamped Sephora flagship store on the iconic Champs-Élysées, delving into the world of beauty and luxury in all its glory. Read on to learn more about their glam escapade.
The exterior of Sephora Champs-Élysées, the newly-renovated flagship store in Paris. Courtesy of Sephora
The anticipation crackled in the air as we neared Sephora’s gleaming new flagship on the Champs-Élysées, where beauty aficionados were about to witness the quintessence of cosmetic chic. After undergoing renovations for six-and-a-half months, this beauty retailer, owned by the luxury conglomerate LVMH, unveiled its 12,915-square-foot flagship on Paris’ famed shopping street.
The renovation wasn’t just a touch-up; it marked the store’s first complete makeover since its opening in 1996. We’re talking about a dazzling lit ceiling, noble materials, and a lengthy path of hand-set white marble paving that snakes through the store. The design beautifully combines a global-yet-local approach – it’s like they sprinkled Parisian magic all over the place.
In a glamorous spectacle to mark the grand reopening and the reinvented prestige beauty flagship experience, Sephora didn’t just roll out the red carpet; they crafted an entrance that transported us to the Met Gala of beauty. As I crossed the threshold, the luminous spectacle enveloped me, blending seamlessly with the pulsating beats of a DJ’s electrifying set.
Sephora Champs-Élysées didn't simply unveil a red carpet; they curated an entrance that whisked visitors away to the Met Gala of beauty. Courtesy of Sephora
Music, with its precise rhythm, sets the perfect ambience for exploring the diverse facets of perfumes and cosmetics within the store. Here, a curated selection of high-premium brands converges to represent the epitome of global beauty. To delight and surprise, they offer some vibrant exclusives – a handful of brands, including Prada Beauty, Valentino Beauty, and Maison François Kurkdjian, which are only available at Sephora Champs-Élysées.
Radiating with an unmistakable aura of glamour, the store’s expansive layout, lofty ceilings, and carefully curated organisation beckoned exploration. Every area, spanning skincare to makeup, fragrances to haircare, was meticulously arranged. The stroke of genius? Showcasing trending products on social media. And who could overlook the selfie-ready spots, or ‘The Next Big Thing’ area, a spectrum of exceptional store services, and even a place where consumers can get their perfume bottles engraved?
The Beauty Hub at Sephora Champs-Élysées. Courtesy of Sephora
My eyes were magnetically drawn to the makeup haven – a spectacle curated specifically for the trendsetting tastes of the younger crowd. A rainbow of colours and labels, many of them refreshingly unique. Everyone was buzzing about Makeup by Mario (an exclusive for France, as reported by WWD), created by Mario Dedivanovic, a renowned makeup artist known for his work with celebrities. The brand is celebrated for its high-quality products and Dedivanovic’s expertise in makeup art.
The skincare reign at Sephora Champs-Élysées. Courtesy of Sephora
In the realm of skincare, Sephora Champs-Élysées reigns supreme, boasting shelves adorned with a global tapestry of products. From cherished French essentials to cutting-edge Korean beauty revolutions, they have all you need for radiant skin. And a squad of well-versed experts stands ready to dispense personalised advice. A pop-up featured Dr. Dennis Gross Skincare’s team offering customised treatments. Even their CEO, Carrie Gross, graced the newly revamped Sephora store, radiating warmth as she personally welcomed us. She seamlessly shared the company’s insights and provided information about the products on display. Engaging in a conversation with her was a delightful immersion into the brand’s ethos and the ever-evolving landscape of beauty expectations.
The Sephora Champs-Élysées hair section. Courtesy of Sephora
Stepping into the fragrance section felt like a portal to another dimension. Right in the heart of it was a cutting-edge device designed to unravel the perfect olfactory journey. The intelligent machine starts the interactive experience with a simple query, “What fragrance are you seeking?” From there, you’ll engage in a dynamic conversation which begins by selecting the gender, and then exploring at least three olfactive families. The experience culminates in a sensory rendezvous where you can bring your nose to a tube, inhale, and let the harmonies of flowers, spices, and musks dance in the air. The selection of fragrances available goes from timeless classics to the latest avant-garde creations. Amidst the array of options, one particular scent captivated me, embodying the essence of a blooming floral bouquet.
Beyond the racks of products, Sephora Champs-Élysées stands as a vibrant hub of beauty culture, redefining the shopping experience. Offering services ranging from immersive makeup classes to captivating product demonstrations, they go beyond merely selling beauty; they have crafted the ultimate destination where a community of beauty enthusiasts converges, sharing not just products but values.
Inside Sephora's renovated Parisian flagship. Courtesy of Sephora
What lingered with me after this tour? Undoubtedly, the true stars of the show: the sales teams. More than mere experts in their fields, they radiate warmth and make the customers feel welcome. Infused with an unwavering passion for beauty, they transform the customer’s journey into an enlightening and enjoyable experience.
I felt a sense of pure joy as I left the store with a bag of my latest essential beauty purchase (yes, I couldn’t help but give in to the irresistible allure of marketing strategies). The new Sephora flagship store in Paris is more than just a conventional fragrance and makeup boutique; it’s the pinnacle of beauty destinations and an exuberant celebration of beauty and self-expression.
Hazal Sen
MA student in Fragrances and Cosmetics Brand Management and Licensing programme, Paris