The hair-raising blunder ahead of the store opening in Sydney stemmed from a costly spelling slip-up in the intended promotional hashtag ‘CountdownToBeauty’ – some t**t managed to leave out the first ‘o’.

This left the French firm advertising an entirely different type of opening, and red-faced media chiefs didn’t fanny around as they hastily deleted the vulgar promotional slogan – but not before the unfortunate gashtag had become a social media sensation.

Sephora’s new Sydney outlet will be the company’s biggest in the Southern Hemisphere, and more Australian stores are set to follow. The business already has around 1900 shops in 29 countries, and claims that around six million customers a year use its flagship Paris store.

Some cynics are unconvinced by the Sydney swear-word shenanigans, and suspect the hilarious gaffe may have been nothing more than a cunning stunt designed to generate maximum exposure for the new store.

We don’t pussyfoot around here at TNT, and we must admit we’ve got our suspicions too. It’s easy enough to drop a typo – but in this case all pubicity is good pubicity…