One of L'Oréal’s largest brands, Lancome, is launching a 300 sq. m flagship store in Paris and plans to open a second in Beijing sometime in 2020, according to an article from Reuters. The flagship store concept, which includes interactive walls with video gimmicks, is an attempt to attract shoppers in as online sales become more and more prominent for luxury goods and beauty.
In a total makeover from the typical store, the hope is the extravagant locations will be day-trip worthy destinations.The Paris flagship will be located on tourist-magnet Avenue des Champs-Élysées and the Beijing location will allow the company to capitalize on the booming demand for high-end cosmetics.
Currently, Lancome sells its makeup and creams in airport retailers, department stores and other networks, which include 50 freestanding stores in China.
L'Oréal and Estee Lauder’s pricier luxury cosmetics have done well in recent quarters, as demand from Chinese consumers continues to thrive.
“Young Chinese women are drawn very early on to skincare products,” Lancome CEO Francoise Lehmann said, adding that rejuvenating treatments were particularly popular, even among 20 to 35 year-olds.