Australian Launch - How do you launch an international beauty juggernaut to a market that already has deep brand-love for a local player?

MINT were engaged by LVMH to launch Sephora in Australia. To enter with personalized care over bravado, the brand launched with a luxurious private event at the Park Hyatt Sydney, and engaged separately all key beauty editors, writers and influencers with the brand.

Sephora launched with local media support in the Australian market. Now 9 years on, with 22 stores nationally, Sephora trails Australian owned Mecca, but maintains a lead over online beauty retailer Adore Beauty. 

Touch Points & Deliverables

Launch Announcement
Launch Event Management
Press Office
Executive Interview Management

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