While maintaining its reputation as a high-end multibrand mainstay, the beauty retailer takes a targeted approach when appealing to consumers in a market dominated by the likes of JD.com and Tmall

The Chinese consumer market continues to rise in buying power, with brands working to find new ways to catch the attention of this audience. In particular, beauty retailer Sephora is taking a targeted strategy to corner its share of the hot space.

While Sephora is maintaining its image as a go-to for quality multibrand products and services, the brand is tailoring its approach for the Asian market. From makeup fashion shows highlighting the latest trends to concept stores that implement AI and AR to bring in more customers, the retailer is stepping up its engagement game in a space where high-tech competitors like Tmall and JD.com also offer dynamic and immersive luxury beauty experiences. In addition, Sephora is focusing on mobile app innovation, mini-programs and collaborations with other platforms to better target the ecommerce luxury customer, the new way prestige consumers tend to buy beauty.

However, Sephora is not strictly positioning itself against the aforementioned Chinese retailers: “{The] Chinese prestige beauty market is a very complex one—the customer is constantly changing and the customer base is growing. So, we’re better off working and collaborating together and coexisting, rather than trying to fight and compete over the same,” Sephora asian president Benjamin Vuchot tells Jing Daily. “Our dream is to be at the center of this beauty community in China and want to be the most-loved beauty community in the world.”

Sephora


Lead image: stock photos from August_0802/Shutterstock

The Chinese consumer market continues to rise in buying power, with brands working to find new ways to catch the attention of this audience. In particular, beauty retailer Sephora is taking a targeted strategy to corner its share of the hot space.

While Sephora is maintaining its image as a go-to for quality multibrand products and services, the brand is tailoring its approach for the Asian market. From makeup fashion shows highlighting the latest trends to concept stores that implement AI and AR to bring in more customers, the retailer is stepping up its engagement game in a space where high-tech competitors like Tmall and JD.com also offer dynamic and immersive luxury beauty experiences. In addition, Sephora is focusing on mobile app innovation, mini-programs and collaborations with other platforms to better target the ecommerce luxury customer, the new way prestige consumers tend to buy beauty.