Kao Corporation’s premium skin care brand Sensai is opening its first flagship in China this month.
The “experience-based” concept store in Shanghai is part of the Japanese group’s plans to grow Sensai’s presence in the Asian market by reaching high-net worth customers.
The bricks-and-mortar store in the Xuhui District will open on 27 October and deliver an array of retail and treatment experiences.
These are said to highlight the brand’s core values of “uppermost hospitality merged with Japanese aesthetics and skin science”.
Key consumer preferences in China’s skin care market have also been incorporated into the store’s development.
“While evidence-based efficacy is highly demanded for the Chinese skin care market, consumers also put an emphasis on special experiences that can only be achieved in the real physical stores,” said Yoshiko Sakurai, Brand Manager for Sensai.
The immersive spa area is “inspired by the spirit and elegance of a traditional tea ceremony”, read a statement from the brand.
It offers balancing massages as well as Hanare treatments – a technique which uses Kao Corporation's biofeedback technology to provide relaxing spa experiences.
The retail area, meanwhile, will showcase the beauty philosophy of Koishimaru Silk – a rare Japanese silk which is a key ingredient in Sensai’s product line.
The brand’s entire range will be available to purchase in-store.
Kao Corporation is not the only beauty giant ramping up its global market expansion this year.
Japanese conglomerate Shiseido has just opened its first boutique in Mumbai as it looks to boost its presence in the Indian market.
The company has also signed its first-ever Indian brand ambassador, Bollywood actress Tamannaah Bhatia, to support the move.
Luxury British skin care brand Elemis, meanwhile, has been working hard to achieve cult status in China via new store openings and retail partnerships.
Read more:
- Career advice: How I became President of Cosmetics Business AEMEA at Kao Corporation
- Estée Lauder Companies’ incubator confirms investment in Chinese brand Code Mint
- Bondi Sands sold to Japan's Kao Corporation for $450 million
- Kao accelerates sustainability initiatives to achieve plastic-free by 2050
