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Phygital Cross-Border Stores

The Sephora Tmall Global Flagship Store Has "Cloud Shelves"

— May 26, 2020 — Business
Sephora and Tmall Global joined forces to create a flagship cross-border store to connect Chinese beauty consumers to the hottest products of the moment. The store boasts an offline-online approach and even includes "cloud shelves" to make the most of Tmall Global as an e-commerce platform.

With the Sephora Tmall Global Flagship Store, the partners are on a mission to introduce overseas brands to China—including hundreds of products from 25 brands spanning everything from makeup and hair care to fragrance and skincare. With this cross-border store and its cloud shelves, consumers in China will have the opportunity to discover favorites like Fenty Beauty, Sunday Riley, Dermalogica, natural skincare brand Farmacy and many more. With this store, consumers will have access to more products than ever, especially ones that tap into global beauty movements.
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