A 'beauty playground'
Sephora is like a candy shop for women.
Sephora America, designed to give shoppers an alternative way to shop for cosmetics, is rolling out stores across the country.
Last week, the company launched a new concept in this area that involves opening stores within stores within several J.C. Penney locations.
The main thrust behind Sephora is to offer a large array of cosmetics in an "open-sell" atmosphere. Shoppers can touch and smell the product. They can try on foundation, test eyeliners and sample eye shadow.
"It's the ultimate beauty playground," said Treasa Miller, Sephora Deer Park store director. She said the upscale cosmetics retailer brings the best in beauty all together under one roof. There are more than 200 brands, including Lancome, Clinique, Amazing Cosmetics and Sephora's own private line. Key beauty categories include makeup, skin care, fragrance, bath and body, hair, smile care, and tools and accessories.
Employees are trained to know all the lines they offer so they are able to offer unbiased consultations.
Presentation is key. Bold black and white stripes on the exterior of the stores greet shoppers when they enter.
When walking in, the open, uncluttered atmosphere and displays are the biggest difference you'll find from department stores.
Competitors may offer many of the same product lines at just about the same prices, but the merchandise is locked behind glass display cases.
"Clients have the freedom to discover and play in a stress-free shopping environment," Miller said. Complimentary makeovers and beauty tips are also offered.
Shoppers at the Deer Park location last week liked what they saw. "I love it. This is my first time here," said Lincolnshire resident Teri Dorfman, who usually shops at department stores.
Convenience is also a factor. Sandy Sanders of Deer Park said it's easy to shop at nearby Sephora, but she also shops the department stores when she's at Woodfield.
Shopper Joanna Stamos of Addison said some shoppers may find the store "overwhelming." Having worked at a Clinique counter for 10 years, she believes some may enjoy more one-on-one attention.
The Sephora concept was founded in France in 1969 and acquired in 1997 by Paris-based LVMH Moet Hennessy Louis Vuitton, a leading luxury products group.
There are now 170 store in the United States and Canada. Sephora Europe has more than 480 stores within 11 countries and has 10 locations in China.
Last year Sephora inked a deal with J.C. Penney to open mini-stores within the department stores. Locally, North Aurora, Johnsburg and Lombard J.C. Penney stores feature the Sephora concept.
The word Sephora is connected with beauty, Miller said. "Zipporah" is a biblical name; renowned for her exceptional beauty, she was the wife of Moses and daughter of a nomadic chief. "Sephos" is a Greek term attributed to beauty and vanity. The combination of the two words became Sephora, Miller says.
Sephora.com launched in 1999. The site, ranked as a top beauty Web site, sells more than 200 brands and offers beauty advice and in-depth product information.
Sephora roll out
Where to find Sephora
Within J.C. Penney stores
Johnsburg, The Shops at Fox River
Lombard, Yorktown Center
North Aurora, Towne Center
Free standing or mall stores
Deer Park Town Center
Northbrook Court
Oakbrook Center
Water Tower Place
Westfield Old Orchard
Woodfield Shopping Center