Leading omnichannel beauty retailer Sephora has opened its first ‘Store of the Future’ in China, located along East Nanjing Road in Shanghai.
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The new outpost is Sephora’s second Store of the Future globally, following the opening of the first concept in Singapore in late 2022. Designed to offer a variety of services as well as exclusive brands, Sephora’s concept stores are equipped with tech and digital elements for an immersive shopping experience.
Says Alia Gogi, president of Sephora Asia, “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 personalised services and classes, as well as digital touchpoints used to unlock consumer journeys within the store.”
Gogi adds the store is customised to cater to the distinctive preferences of Chinese consumers. Among the premium C-beauty brands on offer are Cha Ling, Maogeping Light, Wei, and other labels developed in tandem with Sephora’s C-beauty programme.
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Sephora is also introducing more than 220 new products from over 36 global beauty brands, including Tatcha, Pat McGrath Labs, Hourglass, Anastasia, Dr. Dennis Gross and Courrèges.
Powered by tech and digital touchpoints, the store features hyper-personalised experiences, including advanced skin analysis, AI-generated makeup tutorials, and personalised packaging.
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“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,” says Maggie Chan, managing director of Sephora Greater China.