Sephora to launch first Asian concept store in Shanghai

The LVMH-owned beauty retailer said that the new concept store would be unveiled this month in Shanghai.

The concept store will feature an upgraded store design, technology and service. Upgrades include an e-commerce wall, which the company calls a “cloud shelf”, as well as a virtual artist experience.

Its store on Shanghai’s famous Nanjing Road is currently their largest flagship store to date. In addition to it, the company has 28 physical Sephora stores across 74 cities in China.

Social connection

While Sephora has managed to build a comprehensive omni-channel retail system in China, which includes its official e-store and online flagship stores on Tmall and JD, the company has just unveiled its mini program on WeChat.

With a WeChat channel, the retailer will be able to communicate directly with consumers as well as push product information and recommendations out to them.

In turn, consumers will be able share purchases and reviews with their social circle, book appointments, as well as find out store information.

By tapping into China’s social shopping phenomenon, Sephora has embraced the unique Chinese social culture, while becoming the first high-end beauty retailer to offer a full social shopping experience, said the company in a statement.

“The seamless omni-channel closed-loop retail system as well as the fully upgraded Asian New Concept Store will give every consumer a chance to confidently create their own beauty power,” ​said the company

Power of beauty

Tying everything together is Sephora China’s brand new My Beauty Power Turn It On concept campaign, which was inspired by its disruptive spirit, said the retailer.

“My Beauty Power Turn It On” will lead a new wave of beauty trends, bring unprecedented innovation and subversion to the beauty retail industry, and provide new perspectives,” ​said the retailer.

In addition, the company officially welcomed Chinese singer and actor Z.TAO as its national brand ambassador.

Targeted at millennials, the campaign calls on its consumers to recognise their individuality and create a new definition of beauty for themselves.

 ​“We believe that the unrelenting pursuit of beauty, the constant exploration and leadership in beauty trends, along with the continuous innovation of experiential sales are the best ways for Sephora to fulfil its commitment to Chinese consumers,”​ said the company.