New Zealand’s beauty industry booms: Sephora and Mecca Maxima move in

  • News
  • January 11, 2016
  • Elly Strang
New Zealand’s beauty industry booms: Sephora and Mecca Maxima move in

Sephora has finally made an entry into the local market by taking over another cosmetics retailer’s New Zealand site.

On January 5, Singapore-based cosmetics site Luxola NZ became Sephora NZ, changing its branding and expanding its product offering.

Currently, Sephora is only shipping products to New Zealand customers through its online site and doesn’t have the full product range of its American site.

However, a physical store could be within the realms of possibility.

Sephora has been expanding in the Southern hemisphere, opening its first Australian store in Sydney in December 2014 and two more stores in Sydney and Melbourne at the end of 2015.

Sephora is one of the biggest cosmetics retailers worldwide. It was founded in France by Dominique Mandonnaud in 1970 and now has 1900 stores across the globe.

It also could be forced to expand into the New Zealand market physically if its competitors have anything to do with it.

Australian cosmetics store Mecca Maxima is due to open a New Zealand store in Tim Glasson’s ANZ Centre in Christchurch later this year.



Mecca Maxima Sydney

The store will open facing onto Cashel St opposite The Crossing, which will be home to Topshop, and will cover 155 square metres.

These movements show the beauty industry is booming worldwide, thanks in part to social media. It’s changed the way consumers browse and purchase goods and in turn, the way brands market themselves.

Beauty YouTubers are now the spokespeople for all things makeup related, telling devoted followers on social media what makeup to buy and how to wear it.

The influence YouTubers have is often underestimated. A survey by Variety last year found that YouTubers were the most influential figures for US teens ahead of celebrities.

Back home in New Zealand, the beauty industry is also booming – as shown by brands like Elizabeth Arden, Sephora and Mecca Maxima starting to take notice.

A Facebook group called ‘Makeup Obsessives!!!<3<3’ in which people discuss and recommend beauty products has almost 40,000 members, while Palmerston North-based beauty YouTuber Shaaanxo has a huge following that hangs off her every word.

In total, she has over two million subscribers on YouTube, over three million likes on Facebook, and over one million followers on Instagram.

As Beauty Bliss makeup owner Toni Barrett told NZRetail Magazine last year, “I think the YouTubers are so much more influential than a lot of people realise and social media like Facebook and Instagram is too, because its so visual and makeup’s such a visual thing.
It’s changed the way the people are buying things.”

CEO of Engagement Labs Bryan Segal said that social media is crucial in the way beauty brands are marketing themselves today.

“Social media has reinvented the meaning of DIY in beauty," he said.

"Today, major social media influencers as well as everyday consumers are using channels like Instagram to showcase their makeup artistry, and endorse the brands that make them feel glamorous. Smart brands are initiating these activities and, at the very least, repurposing them on their own branded channels to influence purchasing decisions."

Social media accounts are a must for beauty brands, often fronted by a well-known figure.

Estée Lauder recently signed Kendall Jenner (who has a 40+ million following on Instagram) as a spokesperson, while other brands are collaborating more with beauty YouTubers.

A Sephora New Zealand Instagram account made a week ago has already accumulated almost 2000 followers.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Fit-Out: A fresh new concept

  • News
  • October 23, 2017
  • Courtney Devereux
Fit-Out: A fresh new concept

Foodstuffs has launched a new small-format grocery brand linked to its existing New World offering called Fresh Collective by New World.

Read more
 
 
 
 

How did that happen? The rise of influencer marketing

  • News
  • October 20, 2017
  • Courtney Devereux
How did that happen? The rise of influencer marketing

Something has changed recently that has sent shockwaves through the marketing world. This is, put simply, that the current influencers brands are able to work with are infinitely more humanised, approachable and accessible than ever before.

Read more
 
topics
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Sisterhood
Women in retail help one another. We spoke ...
All things to all people
Kiwi retailers share their omnichannel strategies.
How to open a store
Sarah Dunn considers what it would take to ...
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Creating an experience for Halloween

  • News
  • October 19, 2017
  • Courtney Devereux
Creating an experience for Halloween

Halloween is slowly approaching, and while some retailers are doing their bit to stock the themed holiday goods, Look Sharp is adding a spooky experience to its offering to draw consumers in.

Read more
 
 

How to sell to a Kiwi Millennial

  • Opinion
  • October 19, 2017
  • Brad Mcintyre
How to sell to a Kiwi Millennial

Want to sell to youth (and "youth-adjacent") people in New Zealand today? Then you better think differently, says Eventbrite's Brad McIntyre.

Read more
 

Former Nosh owner Veritas Investments fined

  • News
  • October 19, 2017
  • Sarah Dunn
Former Nosh owner Veritas Investments fined

Just when we all thought the Nosh saga was nearly over, a further complication rears its head. The unprofitable chain of gourmet grocery stores has been embroiled in difficulty relating to its sale by Veritas to Gosh Holdings for most of 2017.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email marlene.coote@tangiblemedia.co.nz or call 09 358 7297 / 027 544 2298

View Media Kit

}