Only one Australian make-up artist is famous enough to celebrate his brand's launch into Myer by holding the cosmetic equivalent of a ticker-tape parade along Melbourne's main thoroughfare.
But it wasn't a festive float that the self-appointed King of Colour, Napoleon Perdis, stood on as he made his way down the Bourke Street Mall. It was a giant tank, with Perdis - in a form-fitting metallic blue suit that was part Star Trek, part 80s disco - waving to bemused onlookers (the suit, by the way, was designed by French fashion house Balmain and customised by Catherine Martin's tailor).
When I chat to Perdis after the event, I ask if the spectacular Melbourne parade made him feel like royalty.
"Not royalty - more like a rock star," he laughs in typically buoyant style.
Myer were never going to celebrate the make-up maestro's arrival on to its cosmetics floor quietly. As Perdis points out, the last time the department store made a really big splash on the beauty front was when drag superstar RuPaul came to Australia to celebrate the launch of a line for US brand MAC.
"Bernie (Brookes, Myer chief executive), was very keen to make a big statement," Perdis says.
"The consumer loves retail theatre; we call it 'retail-tainment'. Australian stores need a reason to celebrate creativity more than ever."
For Perdis, being in both Myer and its competitor, David Jones, isn't as big a deal as people would like to make out.
He suggests that the tactic of securing brand "exclusivity" in order to define one against the other is "a very Australian thing".
"In America, it's not like that at all," he explains. "Nordstrom couldn't care less if we were in Neiman (Marcus). It's really about servicing the customer. The internet has created such a level playing field that now department stores need to be able to compete by having a full offering. We're proud of both partnerships here, because it means we reach out to more of Australia."
Perdis is clearly not fussed about exclusivity. What he is fussed about is getting his product out to as many make-up-loving women as possible. This is, in part, why Perdis was keen to hook up with Myer, which has a stronger presence in outer metropolitan and regional Australia.
"It's mutually beneficial because Myer felt that the brand completed their portfolio and it allows us to touch Australia's heartland," Perdis says. "Now we have the ability to go to broader Australia, to parts of the country where perhaps we weren't as easily available. It's a nice home."
The Napoleon Perdis counters in Myer fuse the high-voltage glamour of gold accents with more natural concrete and wood textures. There are interactive tester bars, step-by-step instructional cards and Makeup Academy stations. Perdis definitely has his finger on the pulse of the consumer; he recognises that the days of the brand telling a customer what she wants, rather than the other way around, are over.
"You can't dictate to the consumer anymore; she dictates to us," he says emphatically.
"She's the empress; she's in control. As for being in only one store or another, why would I not want to be in both places, when my consumer is demanding it of me? I mean, I have four children, and I love them all equally. They're all family."
Perdis is being a bit disingenuous when he says his larger-than-life personality, his star power, has little to do with the success of his product (just watch women flock to him every time he makes an in-store appearance). He's funny, candid, and he knows how to sell the brand.
"Women buy the product regardless of me appearing," he insists. "They buy it because they've grown up with the brand, they buy it because the product is beautiful.
"When I appear, it's really just to thank the customer more than anything. I'm not interested in turning up just to extract money. We make money, and we're successful, but I really just want my Australian customer to have the best because she's the one who has allowed me to grow my brand internationally."