The new Sephora store at IFC mall which opened this week represents the global beauty retail brand’s current focus on creating a phygital experience – merging the physical and digital points of engagement with customers.
“Today’s customer experience begins on the mobile, which is why the main part of the store is dedicated to the experience to draw them in,” explains the store’s designer, Paris-based Hubert de Malherbe.
“The transaction is built at the back of the store and we dedicate the makeup consultation area to a personalised experience.”
In Hong Kong – and Asia generally – the store’s focus on skincare is greater than in other parts of the world where colour cosmetics might draw more custom. That is because the average Asian woman uses seven or eight skincare products versus just two in Europe.
De Malherbe, founder of Malherbe Paris, which counts several LVMH-owned brands among its client list, along with Alibaba’s Hema, says in order for a brand to successfully implement the phygital experience, it must first have the right appeal.
