12.05.14
Fans waiting in line were rewarded with surprise giveaways and contests, and shows by street performers.
It was a huge success, despite the hilarious - and major - major social media mishap that happened the same day, which is no dountgetting the brand even more publicity.
The retailer has 1400 stores across 20 countries -and plans are already in the works for 20 more stores across Australia by the end of the next, and possibly a dedicated Australian e-commerce website.
Sephora is the fastest growing brand within the LVMH luxury goods group.
Photo: Sephora/Twitter; elle.au