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Cosmetics store draws considerable crowd Friday

Customers line up at the new Sephora location inside JCPenney at the Prescott Gateway Mall on Friday, Sept. 8. (Max Efrein/Courier)

Customers line up at the new Sephora location inside JCPenney at the Prescott Gateway Mall on Friday, Sept. 8. (Max Efrein/Courier)

People began lining up for the grand opening of Sephora before sunrise Friday, Sept. 8.

“A lady that was camped out came out at 4 a.m.,” said the store’s Beauty Manager, Elizabeth Estrella. “She had blankets and her little camping chair.”

Though the cosmetics store has been open inside JCPenney at the Prescott Gateway Mall since Saturday, Sept. 2, gift bags containing samples and other special deals were provided during the early hours of the grand opening. The first 100 people through the door also received mystery gift cards with $5 to $100 on them.

Sephora is regarded as a destination location by many consumers. This is the first to open in the Prescott area. Before, local cosmetics fans had to travel to either Phoenix or Flagstaff to see the store’s products in person.

For customers like Zoe Papenleur, this is a big deal.

“Sephora is my life,” she said. “A lot of the products here at Sephora they don’t have at Ulta, so you can either go online or go to Phoenix, but I like to see them in person and try them on.”

Since the store is located smack dab in the middle of JCPenney, many expect it will bring quite a bit more foot traffic to the department store in general.

Pam Smith, for instance, was shocked to see so many people buzzing around the new Sephora when she went to check it out Friday evening.

“Normally, half this many people are in the whole store, so it’s definitely going to be good for JCPenney,” Smith said in reference to those just inside the sequestered Sephora space.