The Kao group’s global luxury brand has steadily building up its presence in Europe over the last few decades and is now seeking to become a major player in Asia.
The preferences of Chinese skincare buyers have been a key factor in store development. “While evidence-based efficacy is highly demanded for Chinese skincare market, consumers also put an emphasis on special experiences that can only be achieved in the real physical stores,” explains Yoshiko Sakurai, Sensai brand manager.
Sensai’s Shanghai flagship store is divided into two distinct areas: an immersive spa inspired by the spirit and elegance of a traditional tea ceremony and a shopping area showcasing the brand’s beauty philosophy of in a minimalist style.
The opening of this “experience-based concept store” in Shanghai is part of a larger drive from Kao to scale up the globalization of its beauty brands by expanding sales in China and other parts of Asia. Sensai is part of the Japanese group’s prestige an luxury portfolio, which also includes Molton Brown, and Curél.