High-end cosmetics store Sephora opening here

Sarah Probst
Correspondent for The Capital Times  —  8/23/2008 6:21 pm

"Discover a breathtaking new look," a sign implores patrons of West Towne Mall. A brunette beauty invites the same, her mischievous smile and impossibly flawless skin luminous from the light shining behind the advertisement.

Small-scale billboards such as this one fill nearly every passageway of the mall, as Thursday, July 3, marks the grand opening of Sephora in Madison.

Already the leading retail beauty chain in Europe, and with multiple locations in states like California, New York and Texas, Madison's newly constructed Sephora is only the second stand-alone location in Wisconsin.

The beauty retailer has made its name selling high-end cosmetics unavailable in some department stores while offering its customers educational services about its products.

Yvonne Granquist, director of the new Sephora, said the chain's accessibility for a large audience also makes it popular.

"We have a wide range of clientele ... from a makeup enthusiast to someone who's trying makeup for the first time to men," Granquist said.

However, Granquist said, the low-pressure atmosphere from the store's sales associates helps distinguish it from its competitors.

"The ability to try everything in the store without pressure is why people really love Sephora," she said.

Upon entering the Madison store, customers are greeted with a pink-and-black display from cosmetics line Too Faced. Brands like Philosophy and Bliss, a brand newly introduced to the Madison market, fill the rear shelves of the store, while Sephora's own line of blushes, lipsticks and eye shadows rests in the center of the pristine black-and-white store.

Lining the walls are eau de toilette bottles of all sizes, colors and brands, from Christian Dior to Diesel. This type of environment is still what makes shopping in person more preferable than clicking "buy now" at home, Granquist said.

"The thing with online, it's a great shopping destination. But here, you can actually feel, touch and try the products," she said, citing the numerous sanitary tester stations provided throughout the 5,264-square-foot store.

Weeks ago, customers eager for the new location were already contacting the mall to ask about the store's grand opening, according to Tiffany Bernhardt, marketing director for West Towne.

Still, not all Madison shoppers are as aware of the health and beauty retailer as others.

"I'm not actually familiar with the products they sell there," Madison resident Dana Grantin said while perusing the Clinique counter at the Boston Store, located just a few stores down from Sephora. "I usually shop at the store that has the free gift, like Macy's."

Bernhardt and Granquist don't see the opening of Madison's Sephora as having a negative impact on other upscale shops. And even if the store does draw customers from other locations, the effect may still be positive.

"Business in the mall is a good thing. It's good for everyone," Granquist said.

In past years, Madison shopping centers have hinted at a trend toward more upscale retailers, such as the opening of clothing boutique Anthropologie and Sundance Cinemas in Hilldale Shopping Center. It's a trend that both Bernhardt and Granquist think will continue in Madison and its surrounding areas.

"The Madison client is ready for Sephora and upscale retailers," Granquist said.

Sarah Probst
Correspondent for The Capital Times  —  8/23/2008 6:21 pm