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“The Emporium truly sets us apart and differentiates us from the busy and competitive beauty marketplace, and we invite customers to visit us and experience it for themselves.”

That's the official word from Myer GM for beauty and lingerie Sue Price, as the department store raises its investment in cosmetics.

Myer has launched a Beauty Emporium at its Sydney City site, upgrading its offer outside core categories of apparel and footwear.

The Beauty Emporium is also open at Myer’s Chadstone and Melbourne stores, and will be rolled out to more stores over the coming months.

Australian beauty revenue is expected to increase at an annualised 0.8% over the five years through 2018-19, to $6.5 billion.

This includes an expected revenue growth of 0.2% in the current year, according to business information firm IBISWorld.

Beauty Emporium by Myer will aim to offer customers a one-stop shop for everything beauty, including brands that are exclusive to Myer.

It houses over 80 brands, as well as emerging Korean and Japanese products.

In the area of wellness, Myer will offer brands including: 39 Degrees, Vida Glow, Tonik, In Essence; and will also be launching Myer Ambassador Racheal Finch’s Kissed Earth range in October.

Some of the core brands from Korea (K-Beauty) include: Banilla Co, AHC, Huxley, Neogen, as well as Australian brands Eco Tan, Sand & Sky, Alpha H, Face Halo; and socially conscious brands: Ere Perez, Inika, Nude By Nature, Beauty Boosters, to name a few.

The Beauty Emporium will have specialised team members to service customers.

“Beauty Emporium by Myer confirms our place as the destination for all things beauty," Price said.

“Our new Emporium provides our customers with a carefully curated collection of the most-wanted, most-innovative skincare and makeup brands the world has to offer, many of which you will only find at Myer.

“This is backed by our wonderful team members, who will provide the highest level of advice and service to our customers on our range and offer.

“The Emporium truly sets us apart and differentiates us from the busy and competitive beauty marketplace, and we invite customers to visit us and experience it for themselves.”

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