Global beauty retailer Sephora opened its first future concept store in China on June 6 in Shimao Plaza – located in the Huangpu district of East China's Shanghai.

The launch made it the second Sephora future concept store to be established in Asia.

Hordes of excited shoppers throng to Sephora's first future concept store in China. [Photo/hpweb.shmedia.tech]

The store is heavily focused on exciting product selections, great consumer experiences and the wider community – with more than 220 exclusive new products from 35 global beauty brands available.

The store also makes use of cutting-edge technology, such as AI that can analyze facial features and recommend personalized makeup styles and products – as well as NFC sensing technology, to quickly provide customers with product details.

Sephora has been a leading high-end beauty retailer for over 50 years and has opened 328 regular stores in 88 cities – including Shanghai, Beijing, Shenzhen and Guangzhou.

The company was recognized as a multinational headquarters-type organization by Shanghai in November 2020 and is currently applying for official recognition as a multinational regional headquarters.

Chen Bing, general manager of LVMH Sephora Greater China, emphasized Sephora's commitment to the Chinese market, saying that the new store's opening was testament to that commitment and that Sephora was ready to work with Chinese consumers to create a broader future.

*Chinese source: hpweb.shmedia.tech