Australia’s biggest online beauty retailer, Adore Beauty, is stepping off screens and into the heart of Newcastle with a new store opening this week.
The move marks the company’s first physical presence in the reginal city, located in Westfield Kotara, Level 2, opposite Peter Alexander.
The store carries Adore Beauty’s signature range of more than 11,000 skincare, makeup, haircare, fragrance and wellness products from over 300 brands.
Shoppers can expect favourites like Aesop and Kérastase and trending Korean beauty labels like Biodance and Medicube, and everyday essentials.
The extensive collection will also feature fragrances from Prada, Burberry and Who Is Elijah and as well as items that are not yet available online.
Adore Beauty CEO Sacha Laing said the Newcastle launch represented an important milestone in the brand’s national retail expansion.
“Our ambition is to build a truly omnichannel beauty destination – one that seamlessly blends expert service, in-store experiences and our extensive online range,” she explained.
“Newcastle is a key step in that journey… and we can’t wait to welcome customers into the store.”
To celebrate the opening, the first 150 customers through the doors on Thursday 22 January will receive a complimentary 12-piece goodie bag filled with deluxe samples.
Shoppers can also enjoy Adore Beauty’s signature touch, a free pack of Tim Tams with every purchase.
Unlike a typical beauty store, Adore Beauty’s Kotara aims to recreate its online experience in-store.
Digitally-integrated kiosks provide an “endless aisle” experience, giving shoppers access to Adore Beauty’s full online range of more than 14,000 products.
Features like click-and-collect, returns of online purchases, and loyalty program integration will make it easier for regular customers to combine their in-store and online shopping.
The store also offers personalised skincare treatments, LED light therapy, facials and consultations with qualified dermal therapists, with all treatments fully-redeemable on product purchases.
A dedicated private treatment room will host monthly brand takeovers, starting with the global cult skincare label Dermalogica.
And, its loyalty program, Adore Rewards, works across both online and in-store shopping, allowing customers to earn $20 for every $250 spent.
Adore Beauty plans to expand its presence further, with more than 25 new stores expected across Australia over the next two years.
The Kotara opening takes place at 9am.
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