SEPHORA Asian new concept store opens in Shanghai
- By Li Xiaohua
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E-mail China.org.cn, September 22, 2018
Global beauty retailer SEPHORA opened its first concept store in Asia on Sept. 21, unveiling a prestige playground for cosmetics, skincare and perfume at the World Trade International Plaza on Shanghai's East Nanjing Road.
According to SEPHORA's press release, the Shanghai concept store features state of the art design with integrated technological features that give visitors unprecedented opportunities to experiment with SEPHORA's iconic selection of beauty products.
As the leading beauty authority in prestige retailing, SEPHORA has chosen close to 100 classic, international and exclusive brands for the new concept store, offered in a fresh and more accessible format that encourages customers to play and explore at Discovery Tables and Magic Mirrors.
"The Shanghai concept store emphasises SEPHORA's commitment to surprising and delighting our customers better than anybody else," says Benjamin Vuchot, the President of SEPHORA Asia. "The store offers the best of both the online and offline world – great interactive technologies and wonderful personal service with amazing products to touch and try."
Since its launch in Paris in 1969 SEPHORA has changed the way people experience beauty, using disruptive ideas and new technologies to promote creativity and diversity across its every growing community of stores in 34 countries and online.
"We are very excited to launch our first Asia concept store in Shanghai," said Chris de Lapuente, SEPHORA's Global CEO. "SEPHORA is determined to be in the forefront of the retail revolution in China and we are committed to offering an omni-channel experience that is second to none."
The new concept store revolutionises the traditional offline to online model by bringing the two together in one space. The store introduces interactive Ecommerce Walls and SEPHORA's Virtual Artist in collaboration with Meitu, a popular photo editing app. The concept store integrates the SEPHORA website with the in-store experience, forming an online and offline loop that creates the fusion of technology and beauty retailing. The store's beauty studio will offer complimentary makeovers and its Skin Care bar will allow customers to find the products that best suit their complexion.
The opening ceremony for the Shanghai concept store saw the release of the new global beauty trends report for F/W 2018. SEPHORA shares trends in beauty and makeup with its consumers to support their appetite for the latest and most innovative ways to showcase their beauty.
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