Estée Lauder has revealed its largest store travel retail store yet – at Haitang Bay in Sanya, China. The store, which opened its doors late last year, introduces what the brand describes as “a fresh, dynamic and welcoming environment for shoppers to immerse in the luxury and modern glamour of the brand”. The new store is designed as an expression of the Estée Lauder story, which represents the brand’s distinctive architecture through cohesive and complementary design elements. T
The Haitang Bay store was designed with Chinese consumers in mind: local preferences have shaped what products, categories and services take centre stage in the uniquely branded environment.
Estée Lauder’s “Re-Nutriv lounge” provides a semi-private area where its luxury skincare experts showcase the Re-Nutriv collection; the fusion of the latest technology breakthroughs and exquisite, rare and precious ingredients.
The setting features transforming visuals to announce newness using LED monitors and backdrops and offers a wide range of experiences to engage the consumer from complete self-navigation to expert service. Shoppers are able to explore any brand’s skincare, colour or fragrance collections on their own around the perimeter of the store or can seek advice from a beauty advisor.
A ‘decompression zone’ offers a more intimate and personalised interaction with beauty advisors. Estée Lauder’s proprietary “Beautiful Skin Studios” are equipped for a complete consultation, while the alternate side of the area is set-up for shorter, more impromptu service.
Best sellers and a Beauty Express zone present key brand products at different price points. Each fixture displays multi-category products to encourage cross-selling as well as more variegated exploration for the consumer.
