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Sephora to open third store in Hong Kong


Sephora announced the opening of its third store in the market in January 2021.

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Located at the K11 Art Mall in Tsim Sha Tsui, the 265 square meter store will be Sephora’s first location in Kowloon, marking a new milestone in Sephora’s business expansion in the region.

Due to open its doors in early January 2021, the new Sephora K11 Store will offer an unparalleled shopping experience with a comprehensive mix of 65 brands with numerous market most loved and exclusives such as Drunk Elephant, SUNDAY RILEY, Supergoop!, Mario Badescu, Pixi, First Aid Beauty, Cha Ling L’esprit du Thé, FRESH, and HERBIVORE BOTANICALS in Skincare; Fenty Beauty, tarte, Huda Beauty, IT Cosmetics, Benefit Cosmetics, and Urban Decay in Makeup; Olaplex, Briogeo, Ouai, Christophe Robin, KRISTIN ESS, IGK, and GHD in Haircare; as well as Maison Margiela and LOEWE in Fragrance. Last but not least, Sephora’s own brand Sephora Collection that covers the key categories.

The new store will also offer testers and product display for some Online Exclusives including The Ordinary, Dr. Dennis Gross, Dear Dahlia and Natasha Moor.

With an additional store in the market, Sephora will continue to expand its local beauty community through its exclusive Beauty Pass membership programme designed to offer the latest beauty news and special perks and offers to its members.

Sephora is thrilled to the opening of its first store in Kowloon by indulging the local community with a unique and interesting beauty experience through a customized virtual game titled “SEPHORA SHAKE OFF” at their store front in K11 Art Mall. Kicking off on December 24th, “SEPHORA SHAKE OFF” presents numerous beauty perks and delights with a series of amazing prizes guaranteed to perk up everyone’s holiday spirit!

To launch “SEPHORA SHAKE OFF” game, players simply need to scan a QR code with their smartphones and need to work their arm muscle by shaking their phones throughout it. Starting with a choice between a Day or Night look, the player(s) will be taken on a virtual shopping spree featuring some of Sephora’s best-selling items from its skincare, make-up and hair-care range with an objective to collect as many items as possible by shaking as fast as one can.

Upon completion of the shopping spree, players will proceed to beautify a virtual avatar with their look of choice, again through shaking their phones in order to complete the look as fast as possible. The final beauty look will be revealed along with the resulting beauty ranking achieved, determining the player(s)’ prize ranging from Beauty Bae, Beauty Enthusiast, Beauty Expert, and to the top rank of Beauty Master. The various prizes consist of star products from top brands including Drunk Elephant, FRESH, Estée Lauder, Sephora Collection and many more.

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As an extension to the two existing Sephora stores in Hong Kong, the design of the new K11 store echoes the same sense of modernity and vibrant energy through its interior elements. An exclusive feature to the K11 store is the Beauty Shout-Out kiosk which is outfitted with a screen featuring key bestsellers and video submissions from the local Sephora Community which offers user-generated content and genuine recommendations of products and services available at Sephora. Also on showcase at the Beauty Shout-Out is a selection of the latest must-haves and testers for trials, as well as a magnetic wall for customers to create their own Sephora photo opportunity.