Beauty giant Sephora has brought its ‘Store of the Future’ concept to Shanghai’s East Nanjing Road, the brand’s second globally after launching in Singapore last year. 

The Sephora Store of the Future Shanghai edition features seven touchpoints, including care analysis, AI-generated look analysis, lift and learn, mobile POS, and personalised gift packaging. Sephora will also have a purpose-built Beauty Live Studio to gather Sephora’s beauty community for exclusive events or masterclasses. 

“Sephora will continue to introduce new and differentiated products to the market while showcasing new trends,” said Maggie Chan, MD of Sephora Greater China. “Apart from incorporating beauty tech, Sephora’s Store of the Future in Shanghai is part of our ongoing commitment to deepen our engagement with the beauty community in China.”

The new Shanghai store is home to more than 220 new products from more than 36 global beauty brands, including Tacha, Pat McGrath Labs, Hourglass, Anastasia and Dr Dennis Gross. 

“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 personalised services and classes, as well as digital touchpoints used to unlock consumer journeys within the store,” said Alia Gogi, president of Sephora Asia.

Sephora currently has some 3000 points of sales across 36 markets. Last month, the omnichannel retailer withdrew from Taiwan, closing its online store and mobile app after just over a year of operation.