Sephora axes 'first in queue' goodie bag rule for Arndale opening as new system comes in
Beauty fans queued overnight to gain first access to the beauty haven, and to be among the first to receive one of the coveted goodie bags as part of a 'first in line' model. Queues snaked through the Trafford Centre, and proved so long, they at one point reached the car park - a sight rarely seen for other store launches.
Huge queues are expected again this Friday when Sephora opens its doors, with hundreds more shoppers undoubtedly keen to get one of the beauty gian'ts goodie bags.
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But this time, Sephora is evolving its approach, and shoppers will see a new (and less stressful) to obtain prizes that won't require a camping chair and a night's worth of snacks.
For the Manchester Arndale opening, the traditional 'first in line' model is being replaced with a new Sephora 'Beauty Bonus Card' mechanic, which will give more shoppers the chance to win - no queueing through the night required.
From Friday, August 1 to Sunday, August 3, every customer who makes a purchase will receive a Beauty Bonus Card. This will give shoppers the opportunity to win one of eight incredible prizes on the spot, including:
Sephora goodie bags – with 800 up for grabs
Mystery Lucky Dip for a full-sized product
Free Benefit Wax & Tint Brow Services (to be redeemed in Manchester Arndale only)
Free 30-minute makeup services (to be redeemed in Manchester Arndale only)
Exclusive Sephora merchandise
10% off code to be redeemed in Manchester Arndale only
Speaking about the new system, Sephora UK Managing Director, Sarah Boyd, said: "We've been blown away by the energy and support from our community at every store opening since our first in 2023. As we continue to grow, we want to ensure our events are as welcoming and inclusive as possible.
"This new approach means even more customers can enjoy the fun and walk away with a surprise, without needing to arrive hours before doors open. It's about putting customer wellbeing first, while still celebrating in true Sephora style."
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