The company has inaugurated its new store concept at Morumbi Shopping in São Paulo, which is designed to offer the public an experience that goes beyond the traditional shopping relationship.
Spanning 150sq m, the space seeks to stimulate the senses through the integration of technology, natural light, sounds and fragrances, inviting consumers to slow down and experience personal care as a gesture of reconnection.
According to Paula Andrade, the company’s Vice President of Omnichannel, the space was conceived as a haven of well-being and self-connection.
The architectural project, designed by Aldo Urbinati and Andrea Vosgueritchian of Estúdio Tupi, uses references to Brazilian modernism to create a light and welcoming atmosphere, with lighting that adapts to the changing of the day and digital panels that reflect the changing seasons.
Elements such as wooden pergolas and the sounds of running water evoke natural landscapes, while the section dedicated to the Ekos line refers to the Amazon. There is also a space for children, with products from the Naturé line.
Technology plays a central role in the experience offered by the brand. A skin analysis system identifies specific needs – such as wrinkles and blemishes – and recommends personalised skincare routines. The Smart Mirror allows customers to virtually test different makeup products. The professional makeup service, offered in partnership with the Bluma platform, has its value converted into selected products, encouraging experimentation. The store also adopts sustainable practices, such as accepting used packaging, now with a gamification mechanism that informs customers of the environmental impact of the return via WhatsApp.
