Sephora brings new beauty brands to local market

Ding Yining
As a part of efforts by the city to boost consumer sentiment, a new Sephora online store is introducing nine brands which are making their China debut.
Ding Yining
Sephora brings new beauty brands to local market
Ti Gong

Sephora has opened an online store on Alibaba's imported goods section and aims to bring 25 overseas beauty brands to meet niche consumer demand. 

As a part of efforts by the city to introduce new overseas products to boost consumer sentiment, the new Sephora online store is introducing nine brands which are making their debut in the Chinese market. 

The LVMH fragrance and skin-care retailer will work with Tmall Global as a complement to its existing offline and online channels.  

"Through the synergy of online and offline channels, consumers can access overseas brands to fulfill their emerging and evolving needs," said Asia president of Sephora Benjamin Vuchot.  

Nearly 600 products are available at Sephora's Tmall store, which will be delivered from Hong Kong warehouses under a cross-border scheme to expedite introduction of overseas offerings. 

The nine brands that are making their debut include beauty, skin-care and hair-care brands like SundayRiley, NatashaDenona, Olaplex. 

Shoppers can browse through the digital product display at the Sephora store on Nanjing Road W and place orders from Tmall. 

Shanghai is expediting its development as a world-level shopping and consumption destination, complete with new products and a favorable business environment. 

A monthlong new product debut season including new beauty products and consumer goods by L’Oreal, Kanebo, Mary Kay, Adidas, Lego and Shanghai Jahwa is also an important part of the ongoing Double Five Shopping Festival. 

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