Sephora China opens its 200th store in Shanghai
Print Edition
SEPHORA, the authoritative cosmetic retail brand, launched its 200th China store in Shanghai on October 30.
This also set a new milestone for Sephora distribution network at China in 2016. It is also a breakthrough year for Sephora’s digital network in 2016. Sephora has launched a Tmall flagship store on September 12.
Meanwhile, Sephora has launched its O2O system to allow customers to buy online from physical stores. Sephora has now built up its omnichannel with multitouch points via 200 physical stores, O2O system, an independent official website, flagship stores at Tmall and JD.com, WeChat account and a Sephora app.
The 200th store
Shanghai has special meaning to Sephora. It’s Sephora first stop when the brand entered China. The 200th store opening in the same city brings double meaning to the company.
To celebrate the important milestone, innovations were created. The 200th store is the first store to launch a new Beauty Studio, a make-up lab that can be personalized to individual customer to explore make-up freely, promoting Sephora spirit for Teach Inspire & Play. At the same time, this store has unique interior design to improve customers’ navigation.
A rich product assortment has always been Sephora’s strength. The 200th store carries 111 brands, 7,934 SKUs and 5 zones — skincare, make-up, fragrance, accessories and mancare.
Customers can try all products freely and interact with professional beauty advisors for beauty solutions & free make-up service.
Philippe Bacac, General Manager of China Sephora, has expressed his confidence in China’s future development. He believes that customers’ demand for cosmetics will continue to grow and Sephora will benefit from this trend.
Digital innovation
This year is Sephora 11th year since it entered China. With the accumulative experience, Sephora knows Chinese customers have strong adaptability and acceptance to innovation. Proof of this is the fast development of e-commerce. Sephora aims to tap the need and has invested in a special omnichannel solution to connect online and offline to help every Chinese turn on their beauty power anytime anywhere. So far, combining online and physical stores Sephora has covered more than 500 cities in China. All channels are directly managed by Sephora.
Evolving its digital capability has always been Sephora’s focus. In 2009, Sephora launched its official website version 1.0.
To echo the fast development in e-commerce, Sephora has renovated the official site and relaunched it in 2013. The following year Sephora launched a mobile site and upgraded its WeChat account.
In 2015, Sephora launched a flagship store at JD.com. This year, Sephora created O2O system and entered Tmall. Sephora will continue to evolve with China’s digital development.
Social responsibility
Sephora always seeks opportunities to give back more to China society. In 2015, Sephora discovered China had the highest ratio of Cleft Lip babies in the world. Collaborating with NGO “Smile Operation”, Sephora has helped 329 cleft lip babies to recover and given them a new start to their lives.
Today, Sephora celebrates its key milestone for rapid growth of physical stores, the launch of omnichannel, the richness of its beauty assortment and the professional beauty advisors team. Sephora is able to provide professional beauty services and share beauty advice anywhere and anytime. Sephora will conintue to grow as China grows by promising to turn on every Chinese beauty power.
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