The beauty retail giant has lifted the lid on a new retail concept designed to enhance the shopping experience of its Chinese customers. Dubbed “My Beauty Power Turn It On”, the new concept takes its name from Sephora’s advertising campaigns in China, where beauty is often perceived as a weapon to successfully achieve one’s own goals.
A comprehensive omni-channel retail sytem
The aim of the project is to increase the number of contact points with Chinese beauty addicts to encourage them to generate their own beauty trends, as well as encouraging them to get creative and share their beauty content online.
To that end, Sephora has built a comprehensive omni-channel retail system, which includes 228 physical stores covering 74 cities in China, the official Sephora app, the official website, a Tmall flagship store, a JD flagship store and the recently launched a “mini program” store on WeChat, a system allowing to sell products though the main social network in China.
In addition, Sephora will also inaugurate in September its new Asian flagship store, a five-storey building on Nanjing Road in the heart of Shanghai. The company also plans to open twenty new stores each year in China over the next five years.
Sephora thus intend to become the first beauty retailer to offer a comprehensive shopping experience, encompassing physical, online and social retail.
A male brand ambassador
To publicize the new development, Sephora has snapped up Chinese entertainer Z.TAO, who joins the brand as its new ambassador. The former Exo boy band member has made a name for himself as a solo artist and actor, earning credits in movies such as “You Are My Sunshine” and “The Negotiator.” A choice that certainly owes nothing to chance at a time when young Chinese men are more and more interested in beauty products.