What: L'Oréal Paris and Sephora have opened stores in Shanghai and Beijing, respectively, both of which offer immersive experiences to customers.

Why is it important: Both retailers are emphasising AI, VR and services to appeal to Chinese customers, already very much used to great customer experiences in the beauty business.

L'Oréal Paris unveiled a 120 sqm store, the first in China using the codes of Signature, the retail concept unveiled by the beauty brand in 2020. The store offers an immersive and omnichannel experience: for instance, customers can take a virtual bike ride through the streets of a Paris postcard and collect points for discounts. A space is dedicated to live chat with influencers, while customers can perform a skin diagnosis via Modiface.

Sephora unveiled a new 480 sqm store and invited Chinese artist Chen Baoyang to create an artwork called Algorithmic Blossom that mixes algorithms and virtual reality. From the façade, flowers bloom on the screens, a visual experience that continues inside the store where customers find themselves surrounded by hundreds of flowers that gradually open as they take the stairs that take them upstairs. The store also introduces the Fragrance Studio where algorithms allow customers to discover the perfumes that best suit them. In addition, this store can be accessible at any time via a dedicated application and a mini WeChat program.

L'Oréal Paris and Sephora deploy immersive retail in China