06.12.23
Sephora, which recently expanded its presence to all 1,100 Kohl’s locations, has opened its first Store of the Future in China.
Situated along the frequented East Nanjing Road in Shanghai, this will be its second Store of the Future globally after the opening of a similar concept in Singapore late last year.
Related: Read what Elle Morris, senior global strategy consultant at Marks, has to say about the changing face of beauty retail post-Covid.
In addition, CHA LING, MAOGEPING LIGHT, WEI, and other premium C-beauty brands will feature new assortments that were developed as part of the Sephora C-beauty Program.
"Sephora will continue to introduce new and differentiated products to the market while showcasing new trends," said Ms. Maggie Chan, Managing Director of Sephora Greater China. "Apart from incorporating beauty tech, Sephora's Store of the Future in Shanghai is part of our ongoing commitment to deepen our engagement with the beauty community in China. We are excited to continue learning from our customers and partners to deliver a retail experience that best suit their needs and desires."
For the first time in China, Sephora will also have a purpose-built Beauty Live Studio to gather Sephora's beauty community for exclusive celebratory events or frequent and regular masterclasses on the trendiest looks, latest brands and products.
Situated along the frequented East Nanjing Road in Shanghai, this will be its second Store of the Future globally after the opening of a similar concept in Singapore late last year.
Focus on Experiential Retail
"The Store of the Future in Shanghai showcases our obsession for experiential retail, where consumers get to enjoy a curated and on-trend beauty offer, tailored and personalized services and classes, as well as digital touchpoints used to unlock consumer journeys within the store," shared Ms. Alia Gogi, President of Sephora Asia. "Specifically customized to the unique preferences of Chinese consumers, we believe this store will set a new benchmark in prestige beauty retail in China."Related: Read what Elle Morris, senior global strategy consultant at Marks, has to say about the changing face of beauty retail post-Covid.
Specially Curated Product Assortment
In tandem with this launch, Sephora is introducing over 220 new products from over 36 global beauty brands, including: TATCHA, PAT McGRATH LABS, Hourglass, Anastasia, Dr. Dennis Gross and Courrèges.In addition, CHA LING, MAOGEPING LIGHT, WEI, and other premium C-beauty brands will feature new assortments that were developed as part of the Sephora C-beauty Program.
"Sephora will continue to introduce new and differentiated products to the market while showcasing new trends," said Ms. Maggie Chan, Managing Director of Sephora Greater China. "Apart from incorporating beauty tech, Sephora's Store of the Future in Shanghai is part of our ongoing commitment to deepen our engagement with the beauty community in China. We are excited to continue learning from our customers and partners to deliver a retail experience that best suit their needs and desires."
About the New Store
The new store features a wide selection of curated offerings, innovative digital touchpoints, and elevated beauty services for a unique retail experience. Some differentiated touchpoints include:- Care analysis: an advanced skin analysis device powered by big data analytics for a hyper-personalized consultation.
- Look analysis: AI-generated makeup trends for inspiration and tutorials on the latest beauty looks with product recommendations.
- Lift and Learn: Panels and price tags equipped with RFID sensors to educate consumers on various product ingredients and provide access to millions of customer reviews.
- Mobile POS: check out anywhere with Sephora’s beauty advisors to skip lines.
- Personalized gift packaging: express gratitude and love with individualized voice messages, scents, and gift boxes.
Services & the New Beauty Live Studio
In addition to incorporating advanced beauty tech and digital tools in the store, Sephora's beauty advisors are at hand to provide 15-minute skincare consultations to discover the most efficacious products for every customer, 60-minute makeup services to help consumers achieve looks suited to their specific features, as well as a 15-minute beauty play service to bring virtual artist looks to life.For the first time in China, Sephora will also have a purpose-built Beauty Live Studio to gather Sephora's beauty community for exclusive celebratory events or frequent and regular masterclasses on the trendiest looks, latest brands and products.
