Retail in Asia


Armani Beauty flagship opens in China

Armonia, Armani beauty’s new global flagship store has opened in Shenzhen, China, combining high-tech and high-touch elements.

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The immersive, 3,230-square-foot retail space is a reflection of harmony – ‘armonia’, in Italian – and mindful beauty; the pillars of Armani beauty’s identity and purpose, according to Véronique Gautier, global president of L’Oréal.

“[Armani’s] natural sophistication allows you to reveal who you are — this inner self, inner power,” she said.

To connect with themselves and disconnect from the daily grind, the brand created numerous new ways for customers to take a break from life’s hustle and bustle. Customers are encouraged to find their own energy, develop a balance between inner and outer light, and create harmony with the surrounding world.

China’s tech capital, Shenzhen, was chosen as the location. It made sense to launch the new retail experience in a city with a lot of young, wealthy people.

A mini WeChat program was launched in conjunction with the store opening, which can be accessed by scanning a QR code at Armonia’s entrance. Upon scanning the code, a path is suggested to the customer, in which they can use as a guide to tour around the store.

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As a hybrid experience, Armonia combines offline and online elements. “There is a completely seamless journey,” added Gautier.