THE WHAT? Sephora has announced the launch of its Sephora Tmall Global Flagship Store in partnership with China’s Alibaba-owned e-commerce platform Tmall.
THE DETAILS The U.S. retailer has unveiled its first showroom, featuring products from the likes of Fenty Beauty, Farmacy, Dermataoligca, as well as Natasha Denona and Sunday Riley, both debuting in the Chinese market.
As part of the launch Sephora has also created ‘cloud shelves’ in its physical store in a bid to ‘further enrich customer experience and create online-offline synergy.’
The store will offer Chinese consumers 600 products from 25 brands from the make-up, skincare, fragrance and hair care categories.
THE WHY? Celebrating its 15th year within the Chinese market, Sephora is looking to evolve its product offering through the Tmall partnership.
Benjamin Vuchot, Asia President of Sephora, “Based on our long-term relationships with global beauty brands, we are glad to cooperate with Tmall Global to introduce overseas brands into China market. Through the synergy of online and offline channels, consumers can access overseas brands to fulfill their emerging and evolving needs,.
“This initiative is very special to Sephora, as we are celebrating the 15th anniversary of Sephora in China this year. The opening of the Sephora Tmall Global Flagship Store offers a great opportunity for Sephora to continue reinforcing its commitment to the China market, by catering to the Chinese consumer’s ever-changing trends and evolving needs to enhance their beauty power.”