Sephora has announced a partnership with cross-border e-commerce platform Tmall Global to launch the Sephora Tmall Global Flagship Store. This partnership connects Chinese customers to the world and synchronizes the local community with global beauty trends by bringing together numerous emerging and popular overseas beauty brands and offering the benefit of breaking geographical and time barriers through cross-border e-commerce.
As part of the launch, a showroom presenting cross-border beauty products with “cloud shelves” in the physical Sephora store is also being unveiled to further enrich customer experience and create online-offline synergy.
The flagship has been launched with a series of signature brands’ China debut, such as Natasha Denona, an American beauty brand well known on social media for its hottest eye shadow palette; and Sunday Riley, an emerging brand that embraces global beauty trends, technology and plant extracts.
In addition, the cross-border online store also brings in the 100% cruelty-free beauty brand Fenty Beauty founded by the music, fashion and beauty icon, Rihanna; French independent perfume house, Bon Parfumeur; one of the bestselling natural skin care brands in Sephora America, Farmacy; and Dermalogica, known for its professional skin health products.
Sephora Tmall Global Flagship Store provides Chinese consumers with 600 products from 25 overseas brands that cover makeup, skin care, fragrance and hair care products, enabling them to turn on their beauty power without national boundaries.
“Based on our long-term relationships with global beauty brands, we are glad to cooperate with Tmall Global to introduce overseas brands into China market,” Benjamin Vuchot, Asia president of Sephora, said. “Through the synergy of online and offline channels, consumers can access overseas brands to fulfill their emerging and evolving needs. This initiative is very special to Sephora, as we are celebrating the 15th anniversary of Sephora in China this year. The opening of the Sephora Tmall Global Flagship Store offers a great opportunity for Sephora to continue reinforcing its commitment to the China market, by catering to the Chinese consumer's ever-changing trends and evolving needs to enhance their beauty power.”