French beauty retailer Sephora opens the doors to its first store in Australia at Pitt St, Westfield Sydney today with the launch being handled by agency Momentum Worldwide.

The launch activation – comprising digital, experiential, promotional and social elements – has been developed and managed by the specialist integrated agency.

In fitting with Sephora’s message of “Enough beauty sleep, Sydney… it’s time to wake up!” a giant alarm clock, over the store’s entrance, has been counting down to the official launch at midday.

To capture consumer excitement, Instagram images uploaded and tagged #countdowntobeauty will be displayed on the installation.

Crowds are expected to queue to be among the first to visit the flagship store. Already, thousands have lined up to get their hands on exclusive samples in the week leading up to the opening.

Visitors on launch day will be treated to drinks and snacks and, as the countdown reaches zero, a bill of entertainment including DJs, stilt walkers and a choreographed dance show featuring store staff.

The very lucky, very first shoppers to set foot in the store will be the winners of the ‘Sephora Sleepover’ competition. Four female friends from Sydney have won a Thursday night stay in the nearby QT Hotel, where they will be pampered and lavished with gifts from Sephora brands, before being escorted as guests of honour to the store.

Fiona Novak, Sephora country manager, said: “It has been a long time coming – especially for our devoted Australian Sephora fans – although we know the wait will be worth it.”

Gus Guthrie, managing director, Momentum Worldwide Australia, said: “We’re very excited to be a part of a launch that generates so much fervour among its target audience… and Christmas shopping for my wife will be made a whole lot easier.”

Public relations and social media for the store launch is being handled by Cav Con.