Sephora Unveils First Store of the Future in China

Global omnichannel beauty retailer Sephora launched its first Store of the Future in Shanghai, China. The new location will be the second version of the concept store, following the Singapore location in 2022. 

The Store of the Future is a concept store that delivers experiential retail, combining hyper-personalized offerings, innovative digital touchpoints, and elevated beauty services. Touchpoints include: 

  • Advanced skin analysis devices powered by data to offer hyper-personalized consultation 

  • AI-generated makeup trends for inspiration and tutorials 

  • Panels and price tags use RFID sensors to educate customers on product ingredients and customer reviews 

  • Mobile point-of-sale to check out anywhere and skip lines 

  • Personalize gift packaging with voice messages, scents, and gift boxes 

"The Store of the Future in Shanghai showcases our obsession for experiential retail, where consumers get to enjoy a curated and on-trend beauty offer, tailored and personalized services and classes, as well as digital touchpoints used to unlock consumer journeys within the store," shares Ms. Alia Gogi, President of Sephora Asia. "Specifically customized to the unique preferences of Chinese consumers, we believe this store will set a new benchmark in prestige beauty retail in China." 

The concept store also features skincare consultations and makeup services, including beauty play services to bring virtual artist looks to life. 


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