Sephora opens in Liverpool with unique world record attempt

The opening in Liverpool ONE marks the brand's first store in the city and its eighth in the UK.

Transcript

00:00In a significant development for Liverpool's retail landscape, global beauty giant Sephora

00:07has officially opened its doors in Liverpool One. This marks the brand's first store in the city

00:13and it's eighth in the UK. People have been queuing for more than 14 hours to be some of the

00:20first inside the store. We've been to ask people why they are queuing up. My daughter wanted me

00:27to call. Bye while I'm here. I just come back from holiday, so I just want to try some skin

00:34test stuff and then maybe some fragrances. It's crazy. It is what it is. Back in Belfast,

00:46I had people queuing for doughnuts overnight. This is much better than doughnuts. Because

00:53we've got style. We love our drag queens and I'm made up to have met Dani. With live performances

01:00from drag queen Dani Beard, DJ Billy Clements and dancers. Sarah Boyd, managing director

01:07at Sephora UK expressed her enthusiasm for the Liverpool opening. Liverpool is a city that

01:14we've wanted to come to since we first came to the UK. It is one of the first cities that

01:18we came to look for a site in because we understand not just the importance of the fashion and

01:24the music culture in Liverpool, but beauty is huge and that goes without saying. So we've

01:29had so much from a social perspective or from a kind of a commentary perspective, people asking

01:35when are you coming to Liverpool, please open a store in Liverpool. So we've been desperate

01:39to find the perfect location and really Liverpool One have delivered. As expected, shoppers have

01:44been queuing to be some of the first into the store and the retailer has been hoping to make

01:49it fun for those who've been waiting since 10pm the night before. They've had stylists from Bumble

01:56and Bumble working their way down the queue putting hair rollers in for those willing to rock them.

02:01So we thought what would be fun is to pay homage to that because I think this is a really important part of

02:07beauty culture. We have people roaming through the crowds and through the queues putting rollers in as

02:14many people as possible to try and break the world record for roller wearing, if it's even a thing.

02:21The new 6,700 square foot store occupies the former Foot Locker unit on South John Street.

02:28The shop have boasts an extensive selection of beauty products. The cast members, so the people

02:33working in the store, all of them have been hired from the local Liverpool community and they are

02:38honestly some of the best people I've ever met. They are so passionate about beauty but also about

02:44Liverpool and about their community and wanting to serve their community and really become an important

02:49part of it. So they can accept it regardless of age, gender, socio-demographic background,

02:55everything you can be expected. A really, really warm welcome.