Sephora Unveils the First Store in Hainan Province
- Chaileedo Press
- Jun 27, 2022
- 3 min read
Sephora opened its first store in Hainan, China, with four service experience areas: sun protection, hair care, home fragrance and cross-border e-commerce.
On June 26th, China Standard Time, Sephora, a high-end beauty retailer owned by LVMH, officially unveiled its first store in Hainan, which is located in the MIXC mall in Haikou.
CHAILEEDO learned that the store covers an area of more than 680 square meters and has service experience areas for four categories: sun care, hair care, home fragrance and cross-border e-commerce. Meanwhile, this counter also brings together many international brands, niche brands, Chinese upmarket brands and the own brands of Sephora.
Sephora has set up the first sunscreen collection space in the store to meet consumers' needs for multiple scenarios such as urban sunscreen, outdoor sunscreen and after-sun repair, which includes sunscreen products from CLARINS, SHISEIDO, LANCASTER, ESTHEDERM and other brands. It is well-known that Hainan Province is located in the tropics and has plenty of sunshine. Therefore, sun protection is a vital skin care routine for local residents or tourists.
The retailer hopes to meet the needs of consumers with a locally adapted selection of cosmetics and provide superb beauty experiences in innovative ways, so as to create unique shopping experiences for consumers on the island and on board.
In the home fragrance section, Sephora stocked fragrance products from brands such as CHA LING, Sephora Collection, CERERIA MOLLA, ACQUA DI PARMA and SENSORI+, with a view to helping consumers find the ideal fragrance for their homes.
In the cross-border e-commerce zone, consumers can buy products from Olaplex, KORA ORGANICS, Supergoop!, SUNDAY RILEY and many other overseas niche brands.
Besides, Sephora also set up a Hair Bar in its Haikou store, providing consumers with services such as scalp health check, essential oil massage treatment and quick styling customization. The brands include Singapore's high-end scalp care brand PHS, German hair care brand SYSTEM PROFESSIONAL, LIVING PROOF and SHISEIDO.
It is worth mentioning that with the Chinese brand luminous plan, the premium Chinese skincare brand WEI Beauty, which is exclusively present in Sephora, has set up its first shop-in-shop in the store. In this area, consumers can interact with the brand's virtual skincare consultant "WEI Xiaomei" through digital physical interactive games. In addition, the store also offers an AI precision skin measurement experience, which can recommend products based on consumers' skin conditions.
CHAILEEDO has reported that Sephora officially launched the Chinese brand luminous plan, - "Made in China" in June this year. Sephora plans to support 5 Chinese beauty brands within 3 years, promote them to become high-end beauty representatives with sales over RMB100 million, and help them land on the global market to further accelerate the development of the Chinese beauty industry.
In the new store, several brands participating in the plan, including CHA LING, WEI, Herborist TaiChi, INOHERB TANG, MAOGEPING-LIGHT, YUMEE and COLOR STUDIO BY MARIE DALGAR, also made high-profile appearances. According to the observation from CHAILEEDO, these brands will launch exclusive products and professional beauty services in the store.
In addition to WEI Beauty, luxury skincare brand CHA LING offers a 15-minute long hand treatment service, allowing consumers to experience the healing of the mind and body that originates from the Pu'er tea forest in Yunnan.
Ms. Chen Bing, the General Manager of LVMH – Sephora Greater China, stated: "Sephora will leverage the unique trade advantages and tourism resources of Hainan Province, continue to focus on the Chinese market and fulfill its commitment to the majority of consumers."
Furthermore, Sephora will also open new stores in two other cities, Xi'an and Yichang, this month. According to CHAILEEDO, by June 30, 2022, China Standard TIME， Sephora will have 321 offline stores in China and will cover more than 89 cities.
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