A retail advocate hopes an opening day controversy won't overshadow the latest addition to Auckland's CBD.

French make-up giant Sephora is under fire for washing confetti down the drains on Queen Street after its opening on Saturday.

Auckland mayor Phil Goff has asked the council to investigate the issue.

Chris Wilkinson from First Retail told Kate Hawkesby the brand shouldn't be defined by a single faux pas.

"It is culturally and environmentally out of step, however, let's not take this away from the fact that this is going to be important for the city centre."

He says that this is a net win for Auckland.

"It's providing jobs and skills training and it's answering a demand for getting people back into city centres and interacting."

It's believed that over 800 people queued down Queen Street for the opening. Wilkinson says that it is a big deal for the Auckland CBD.

"It strengthens that midpoint. We've got exciting stuff going on with Commercial Bay and Britomart in the lower part, but that mid-part is one area we'd like to see strengthened further." 

He says that the brand is already set to expand throughout the city and further down the country. 

• Makeup giant Sephora over 'unacceptable waste' dumping