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Avon opens first flagship store in Shanghai, China


Beauty company Avon opened its first mainland Chinese flagship store in downtown Shanghai.

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Located in downtown Shanghai’s Nanjing Road W, the opening event featured the debut of its ANEW Renewal Activating Serum with PROTINOL™, first time launching in the Asian market, and the upgraded Avon Little Black Dress Charm fragrance series.

“This first-store opening in such a prominent location in a dynamic city such as Shanghai is significant for us at Avon globally,” said Irving Holmes Wong, Managing Director, Asia Pacific.

The launch of the flagship store reinforces the brand’s strategy of “In China, For China” and it is said to contribute to a new “first-store economy” development mode in Shanghai, according to

“The Chinese market occupies an important position in Avon’s global development strategy. We set up an internal strategy of ‘China First’ and the management has been given much autonomy to decide what is relevant for Chinese consumers,” continued Wong.

Targeting the Gen Zs, the store offers livestreaming studio for a more digital shopping experience for the customers.

“I believe that today is a new start. In the future, Avon will further improve the omni-channel strategy, bring more innovative products tailored to China, provide better products and experience for Chinese consumers, and contribute to the new development pattern of ‘dual circulation’ in China,” Wong said.

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Founded in 1886 in New York, Avon entered the mainland Chinese market in 1990. It opened its largest R&D Center outside the United States in Shanghai a decade ago. Avon was acquired by Brazilian beauty group Natura & Co in 2020. The opening of the flagship store in Shanghai is not only a milestone for the brand’s development in the market, but also a critical step as the market’s beauty and cosmetics industry is growing exponentially.