Sephora will launch what it calls the “Asia store of the future” in Singapore’s Raffles City Shopping Mall on Sept. 23.
Layered on this soon after was the health crisis, which accelerated the ideation process, since retailers had to understand quickly the reasons why consumers would return to brick-and-mortar stores after a period of buying online.
Also to help decision-making are slim-lined product assortments and Scan to Interact, which is unique to the location, too. “So now the consumer in the store has access to 1 million ratings and reviews that we have been able to consolidate from across the world, including Asia, and [can] make a choice on their own,” said Gogi. “It’s going to take time for adoption, obviously, but something that’s going to be very powerful.”
Skin services include Perk By Hydrafacial, a non-invasive facial treatment using resurfacing technology. Tech-wise, there is Skincredible 2.0, a handheld device with a camera that takes photos of three parts of a face then evaluates skin conditions and gives product recommendations based on those assessment results. The first version was pioneered in Singapore, rolled out to the U.S., and this is the latest version, with the firepower of more algorithms to help with personalization.
So in The Play Table interactive area, people can shop and purchase by popular look with video tutorials created by a “Sephora squad.” Here, color cosmetics are arranged by look. At launch, two will be featured on the table, but Gogi imagines that number could grow up to 50.Inspired by the U.S. stores, in the Beauty Studio in Singapore, Sephora is launching three different versions of paid services.
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