Sephora China broadcasts global beauty trends at first-ever Virtual Sephora Day

The digital initiative welcomed beauty editors and bloggers to discuss six global trends

Beauty retail giant Sephora has debuted its list of global beauty trends for spring/summer at a panel event in China.

Dubbed Virtual Sephora Day, the digital initiative was broadcast live through the retailer’s WeChat Mini Program, as well as Chinese-native online destinations Tmall and JD.com.

Led by Sephora’s beauty team, the event welcomed beauty editors from fashion magazines and bloggers to discuss six global beauty trends: targeted skin care, bright girl, adventure from the jungle, naughty braids, floral fragrance and environmental respect.

According to the LVMH-owned retailer, more than one million consumers tuned in to watch the panel.

In a statement, Sephora said: “With 15 years in the Chinese market, Sephora has been dedicated to selecting and incubating niche beauty brands to offer unique and delicious beauty experiences to Chinese consumers.

“Virtual Sephora Day has once again proven the brand’s innovative interpretation of the true omnichannel experience by effectively integrating its business, media and social touchpoints with consumers, enabling more beauty lovers in China to challenge stereotypes and redefine their very own power of beauty.”

The event also touted the retailer’s exclusive beauty offerings from more than 40 global brands.

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