Retail in Asia

In Trends

Sephora’s new omni-channel retail concept for China

French cosmetic retailer Sephora unveiled plans for new retail experience in China on August 31, coinciding the announcement with news of its next Chinese brand ambassador.

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Sephora announced its new concept “My Beauty Power Turn It On” at a press conference at the Shanghai Film Plaza late last month, saying the initiative is designed to help shoppers discover an individual and unique beauty, “and rediscover, lead
and create a new meaning of beauty that is distinct to them.”

The make-up brand introduced its new Sephora mini program, offering a new experience of omni-channel social retailing to Chinese shoppers.

Increasing the Millennial appeal, Z.TAO, a famous Chinese singer and actor, was also named a brand ambassador.

“This is an attempt by Sephora to embrace Chinese social culture and become the first comprehensive vertical beauty retailer to offer a full social shopping experience,” said Sephora China, in a statement.

Sephora’s first ‘Asian New Concept Store’ will be rolled out in Shanghai in September.

SEE ALSO: Laneige enters US Sephora

“The fully upgraded Asian New Concept Store will give every consumer a chance to confidently create their own beauty power,” said Sephora.“We believe that the unrelenting pursuit of beauty, the constant exploration and leadership in beauty trends, along with the continuous innovation of experiential sales are the best ways for Sephora to fulfill its commitment to Chinese consumers.”

Sephora currently has 228 physical stores in China, covering 74 cities.

The French retailer also operates a Sephora app and official website in China, as well as its Tmall flagship store and JD flagship store.