Already available in iconic luxury department stores such as Harrods in London, Tsum in Russia and BFF in Thailand, EviDenS de Beauté has selected Hangzhou’s Intime Department Store for opening its first standalone counter in China. A grand opening ceremony was held on September 28 in presence of Sophie K/vella, Global Marketing Director of EviDenS de Beauté, Yan Hongyu, Brand Manager of EviDenS de Beauté, Zhang Yu, Manager of EviDenS de Beauté New Retail Department and executives from Intime Department Store, including Deng Chaojun, Vice President of Intime, Hua Qinling, General Manager of Intime’s Cosmetics Department, and Yu Qin, General Manager of the Wulin Store of Intime.
Counter and spa room
The new counter’s design concept is described as a quest of elegance and sophistication. Paying homage to the brand’s founder, Charles-Edouard Barthes, it fusions brand’s signature gold and ink-blue colour scheme, along with unique totemic carvings on the ceiling, to create an ambiance reminiscent of a palace of fine craftsmanship. Additionally, the new store boasts a meticulous product display, an exclusive skincare area, and a facial device testing zone.
To recreate the essence of a brand unique spa and offer an ultimate skincare experience, EviDenS de Beauté brings La Maison, the brand’s flagship beauty parlour in the 16th arrondissement of Paris, to Hangzhou. This secluded spa room, nestled within Intime Department Store, caters to EviDenS de Beauté’s esteemed VIP clientele.
In the EviDenS de Beauté spa room, the brand treats customers to a luxurious beauty regimen akin to that of royalty. Before embarking on facial treatments, skincare specialists assess each client’s skin condition and lifestyle habits to tailor a personalized skincare experience. The room’s decor plays a pivotal role in the overall experience, with soft lighting, plush tatami flooring, and a ceiling adorned with subtle bas-relief motif, creating an environment that radiates warmth and comfort.
In conjunction with the opening, EviDenS de Beauté also launched a nine-day pop-up store, illuminating the brand’s emblem on an exterior wall and a large electronic screen. The 3D-carved emblem showcases the noble family crest of the brand’s founder, Charles-Edouard Barthes, while beneath it lies a portrayal of the brand’s French elegance in a floral and avian motif, accompanied by the brand philosophy — "Youth is relative, Love is absolute." This installation visually reflects EviDenS de Beauté’s noble lineage and commitment to quality.
"Our new boutique and brand spa room serve as essential platforms for direct communication between the brand and consumers, enabling consumers to not only enjoy professional skincare services but also gain a deeper understanding of our products. These spaces also allow us to directly capture consumer feedback, understand their needs and expectations, and thereby enhance products and services," said Sophie K/vella, Global Marketing Director EviDenS de Beauté.
"Building upon our existing online presence, EviDenS de Beauté is strategically expanding its offline footprint. We aim to provide Chinese consumers with a comprehensive and unparalleled luxury skincare experience," Sophie added.