Sephora beauty store arrives

As Yuman Betty Norby shops Friday morning, her eyes casually graze from one makeup brush to the next.

Around her is a buzz of activity — women getting makeovers, lining up for a free gift.

Then there are men, some responsible for holding the shopping baskets and some doing the shopping, with the sounds of upbeat music in the background set against the bright glow of backlit walls and displays.

It was all part of the grand opening of the Sephora at JCPenney Friday.

The specialty beauty product store has a little bit of everything - and a few things Yumans couldn't find in town before now.

That's what Norby came for Friday morning.

"I've been waiting for them to come," she said.

She came to get lipstick from her go-to brand Bare Escentuals, but she stopped to look at more.

That's what shoppers know Sephora for, said beauty manager Gabriella Vera.

The store carries brands such as Bare Escentuals, Urban Decay, Smashbox, Philosophy and other skin care, makeup, hair care and fragrance brands for both men and women.

The 1,500-square-foot store has close to 50 brands.

Sephora, which opened its first store in 1998, operates more than 250 in the U.S. and Canada, including 150 Sephoras inside JCPenney locations. There are more than 500 Sephora stores within 14 countries in Europe and 30 locations in China. Sephora was founded in France in 1969 and acquired in 1997 by Paris-based LVMH Moet Hennessy Louis Vuitton.

Products also include makeup brushes, applicators and other grooming products.

"The accessories are almost as important," Norby said.

Customers can even purchase the store's own brand of products and receive tips from professionals dressed in all black who are positioned throughout the store.

And the best part: You can try everything.

Norby said she knew of the brand from another state and is happy it's now here in Yuma.  

"Yuma's been so ready for it," Vera said.

With the store packed for the grand opening Friday, JCPenney store manager Joy Lopez-Pearsall said everyone was excited.

"Having Sephora in the community means people don't have to travel anymore," she said. "They can find what they're looking for here."

Said Norby, "We're a big city now."

She cited a previous Yuma Sun article about Yuma's rank on the stinkiest cities list. "They may say we stink, but we'll be beautiful now."

The store is open inside JCPenney 10 a.m. to 10 p.m. Mondays through Fridays, 9 a.m. to 10 p.m. Saturdays and from 10 a.m. to 8 p.m. Sundays. For more information about the brand, visit www.sephora.com.