In China, Sephora has launched a new omnichannel retail concept by the name of 'My Beauty Power Turn It On' that includes an app, website, flagship stores and a WeChat mini program for a social shopping experience. Ultimately, Sephora's My Beauty Power Turn It On aims to "bring unprecedented innovation and subversion to the beauty retail industry."
The name of this new concept from Sephora encourages consumers to see the power in their individual beauty. With the help of Chinese singer and actor Z.TAO as a brand ambassador, Sephora is targeting a young demographic with its message.
The Asian New Concept Store that is opening in Shanghai in September is set to be a new physical space where consumers can tap into their unique beauty power.