Z.Tao to front new direction for Sephora China
Chinese singer and actor Z.Tao has become the new brand ambassador for Sephora China, with her first role to front a new concept My Beauty Power Turn It On.
Sephora launched the concept at Shanghai Film Plaza last week. It describes it as a challenge to “every consumer to search deep and realise the power of their individual and unique beauty, and rediscover, lead and create a new meaning of beauty that is distinct to them”.
The LVMH-owned beauty retailer is specifically targeting younger consumers with the concept.
Sephora China says it will open its first Asian concept store in Shanghai later this month, based on its newest European model. It already has 228 physical stores covering 74 cities in Mainland China.
“The fully upgraded Asian concept store will give every consumer a chance to confidently create their own beauty power,” the company said in a statement, without revealing further details.
“We believe that the unrelenting pursuit of beauty, the constant exploration and leadership in beauty trends, along with the continuous innovation of experiential sales are the best ways for Sephora to fulfill its commitment to Chinese consumers.”
The company has also launched an omnichannel social-retailing mini program. “This is an attempt by Sephora to embrace Chinese social culture and become the first comprehensive vertical beauty retailer to offer a full social shopping experience,” the company concluded.