Beauty shop opens ‘Store of the Future’ in Shanghai

Sephora recently launched its first store in China. Situated along the East Nanjing Road in Shanghai, the branch will be its second Store of the Future globally after the opening of a similar concept in Singapore late last year.

In tandem with this launch, Sephora is introducing close to 230 new products from over 35 global beauty brands to keep consumers apprised of the latest beauty trends. Among these are several crowd favorites, such as luxury
cruelty-free skincare brand, Tatcha; Pat McGrath Labs, Hourglass, Anastasia, Dr. Dennis Gross and Avant-garde perfume brand rooted in fashion, Courrèges.

In addition, Cha Ling, Maogeping Light, Wei and other premium C-beauty brands will feature new assortments that were developed as part of the Sephora C-beauty Program.

Hyper-personalized services

The new store features a wide selection of curated offerings, innovative digital touchpoints and elevated beauty services to unlock the consumer journey for a unique retail experience. Some differentiated touchpoints include:

  1. Care analysis — an advanced skin analysis device powered by big data analytics for a hyper-personalized consultation.
  2. Look analysis — AI-generated makeup trends for inspiration and tutorials on the latest beauty looks with product recommendations.
  3. Lift and learn — Panels and price tags equipped with RFID sensors to educate consumers on various product ingredients and provide access to millions of customer reviews.
  4. Mobile POS — Check out anywhere with our beauty advisors to skip lines.
  5. Personalized gift packaging — Express your gratitude and love with individualized voice messages, scents and gift boxes.

In addition to incorporating advanced beauty tech and digital tools in the store, Sephora’s knowledgeable beauty advisors are available to provide 15-minute skincare consultations to discover the most efficacious products for every customer, 60-minute makeup services to help consumers achieve the inimitable look suited to their specific features, as well as a 15-minute beauty play service to bring virtual artist looks to life.

For the first time in China, Sephora will also have a purpose-built Beauty Live Studio to gather Sephora’s beauty community for exclusive celebratory events or frequent and regular masterclasses on the trendiest looks, latest brands and products.