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.