New Sephora store draws long queues

More than 400 make-up junkies were in line, hoping to receive first-day celebratory goodies at the new Sephora flagship store.
More than 400 make-up junkies were in line, hoping to receive first-day celebratory goodies at the new Sephora flagship store. ST PHOTO: MELISSA HENG

Customers started queueing at the new Ion Orchard outlet as early as 9pm the day before it opened

The queues started the night before. By the time beauty emporium Sephora opened the doors to its new flagship store at Basement 2 of Ion Orchard at noon yesterday, more than 400 make-up junkies were in line, hoping to receive first-day celebratory goodies.

Vouchers ranging from $10 to $100 were up for grabs.

Nanyang Polytechnic student Ye Swan Yi, 17, was the first in line. After calling the mall's concierge a few days before to check if it was okay to queue overnight, he parked himself in front of the store at 9pm on Thursday.

"I've become interested in make-up recently and wanted the $100 voucher so I can buy stuff to experiment with," he said.

He planned to buy foundation and mattifying powder from beauty label Cover FX with the voucher.

I managed to get my schoolwork done while waiting and I also get free stuff. It's a win-win situation.

STUDENT YE SWAN YI, who was the first in line and started queueing at Sephora at 9pm on Thursday

He added: "I managed to get my schoolwork done while waiting and I also get free stuff. It's a win-win situation."

Sephora used to be on level one of the mall and occupied a 14,500 sq ft space. The new store is smaller, at 10,000 sq ft, but has a range of new products.

Among the anticipated launches is American make-up label Kat Von D, founded by tattoo artist and television personality Katherine von Drachenberg and available here for the first time. Bestsellers include its Everlasting Liquid Lipstick ($31) and Tattoo Liner eyeliner ($32).

Mother-of-three Sally Wong, 43, started queueing at 7.30am with her four-year-old son and a friend.

Mrs Wong, who spends about $150 a month on cosmetics, says: "I love make-up and I'm hoping to get some good deals and a voucher."

•Sephora Ion Orchard is located at B2-09 and is open from 10am to 10pm daily.

A version of this article appeared in the print edition of The Straits Times on July 23, 2016, with the headline 'New Sephora store draws long queues'. Print Edition | Subscribe