Armani Beauty Opens a New-Concept Store in China
- Chaileedo Press
- Dec 17, 2022
- 2 min read
Recently, Armani Beauty opens its global flagship in Shenzhen, China---called Armonia--- which claims to be large, high-tech and high-touch.
(Credit: from WWD)
The immersive retail space, located in One Avenue shopping center with the 3,230-square-foot area. It is designed to bring and reflect the beauty of harmony (armonia in Italian) and positive thinking, according to WWD. These are at the heart of the luxury brand's identity and purpose, said Véronique Gautier, global president of L'Oréal Armani Beauty.
It is understood that the store has three main areas, namely The Precision Lab, The Emotion Lab and The Light Lab, where consumers can experience skincare, fragrance and makeup. It is worth noting that Armani’s Signature VIP loyalty program and access the Armani beauty e-boutique are accessible through WeChat program, where consumers can book an individual consultation in any of the three labs. CHAILEEDO noted that there are 9 BAs of this store showing in Armani mini program.
On Dec. 22, Armonia will officially open as a research laboratory for Armani. It is also testing new experiences for consumers there.
The same-concept store will open on the Chinese island of Hainan in the first quarter of next year with elements of Armonia likely to be incorporated. As Armani Beauty upgrades its smaller retail spaces around the world. The change is the first for the brand in six years.
In September this year, Armani joined hands with Times’ DF in Haikou to open the a pop-up store with the theme of Dance of Paeonia, featuring a number of experiential activities and thematic artwork, attracting many visitors to the store.
CHAILEEDO noted that Armani has 130 counters in China. According to Véronique Gautier, Armani beauty global president, at L’Oréal, said that the brand ranks fourth in makeup; seventh in fragrance, and is among the top-10 in skin care.
Armani Beauty is under the management of L'Oréal Group. According to the results of the first three quarters announced by L'Oréal, the L’Oreal Luxe, including brands such as Lancôme, Kiehl's and Armani, made the highest contribution to revenue. The first three quarters sales of 10.48 billion euros (about $11.1 billion), an increase of 22% year-on-year. The earnings report mentioned that it was mainly due to the division's continuous innovation in three categories confirming its global position, which, as well as highly promising new products such as Prada and Armani, contributed to the division's considerable earnings.
Source: WWD
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