Milan, 24 February 2010, Sephora opens its new flagship store and lifts the curtain on a new generation of stores.
On the Cours Emanuele Vittorio, the opening of the largest perfumery (1 200m2) in Italy is celebrated, with three floors dedicated entirely to beauty and its multiple facets.

The Ground Floor: Cosmetics, SEPHORA Beauty Bar services, and the Make Up For Ever makeup school.
Along with the classics, SEPHORA also introduces brands that bear the signature of the stars of makeup such as Fred Farrugia, ranges of exclusive beauty and makeup products such as Benefit, bareMinerals, Make Up For Ever, Cargo, Too Faced, and the latest arrival on the Italian market, Urban Decay.

1st floor: Treatments, the Benefit brow bar and perfume
The 700 m2 of the ground floor offers many variations of care treatments offered by the most advanced cosmetic brands and a wide selection of fragrances. Brands signed by the dermatologist of the stars such as Dr Brandt share the limelight with exclusive lines of cosmeceutical care: Rexaline, Good Skin Labs. The leading example? Strivectin, the anti-wrinkle cream from the United States, a global innovation. Brands like Erborian Herborist from the East, are taking their first steps in Italy: a choice of holistic and economically sustainable beauty. And evidently, the established brands. Sephora does not forget a section dedicated to men especially considering the growth potential of this market, and a section dedicated to youngsters and adolescents.

The Mezzanine
Suspended above the cosmetics area, connected by a crystal staircase, the mezzanine will house various activities such as presentations or art exhibitions, ranging from non-permanent sales-points to temporary spas.
Truly an innovation, capable of replacing the old concept of perfumery stores; the world famous make-up school, Make Up For Ever will also be inaugurated (and comes to Italy exclusively at Sephora). The professional make-up brand belonging to the LVMH group recently celebrated its 25th anniversary.
Among the services offered, Urban Decay proposes its Glitter Bar for a starry look, and also the bold eyelash bar, where you can play at being a pin-up as much as you wish, with false eyelashes in all styles and colours.
Product innovation and humour, offbeat attitudes, are the watchwords in this world of cosmetics and the world of iconography.
The Milan store marks the revival of the opening of large stores for the ensign: after 5 years dedicated to remodelling its stores, the multinational brand is again investing heavily in Italy, its second market of reference.