With 16 years in the China market, Sephora's omnichannel strategy is grounded in servicing the needs of customers needs with optimized brand and product portfolios. The retailer unveiled more than 240 new beauty products from 51 brands, including seven C-beauty brands and the domestic debut of five overseas niche brands, during its recent Sephora Day, which happens twice a year.
For the first time, Sephora launched its C-beauty showroom to reveal the emerging power of premium local beauty brands. Prestige skincare brands available only at Sephora–Cha Ling, Wei, Herborist TaiChi, and Inoherb Tang—indulged guests with Chinese traditional facial treatments. The Eastern narrative carried through with an exclusive assortment of makeup brands: Maogeping Light, Color Studio By Marie Dalgar, and the debut of Wendy Yu's Yumee.
Sephora China also demonstrated its commitment to introducing sought-after indie beauty brands to Chinese consumers. A brand-new Niche Brand showroom revealed the exclusive launches of five international brands that are not tested on animals into China, including Kate Somerville, Dermalogica, Farmacy, Urban Decay, and Sensori+. An assortment of international beauty brands is also represented in the Sephora Tmall Global Flagship Store showroom.
As a pioneer in unleashing beauty power, Sephora interpreted the curated Fall/Winter beauty trends inspired by fashion and art, exploring the infinite forms of beauty. Sephora's Beauty Masters presented in-depth elaboration on the trends Landscape Hues, Radiant Skin, Fragrant Wonderland, Eyes of Blues, Sustainable Beauty, and Dancing Hair, and invited guests to embark on a sensorial journey led by intriguing art forms, ranging from laser dance shows to theatrical performances.
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