Estée Lauder’s recent opening of its largest flagship store in Travel Retail Worldwide at Haitang Bay, Sanya shows the company is serious about catering to local preferences at its new stores.
Combining navy and gold tones with hints of platinum, the design of the flagship store takes its cues from Estée Lauder’s heritage and is designed to immerse consumers in the “luxury and modern glamour” of the brand, reports Travel Retail.
Luxury in China is a hands-on experience, and Chinese luxury consumers desire authenticity, product education, and more personal attention from brands.
For the Haitang Bay store, not only has Estée Lauder created cutting-edge displays to educate customers, but the company has also made sure that customers’ desire to be pampered and receive additional personal attention will be met.
Technologically, the store includes an ever changing array of displays that use visual and auditory cues to draw in customers and display the depth of the brand’s product lines. The displays include LCD monitors, custom LED screens, and translucent LED pillars and backdrops.
The Beautiful Skin Solutions wall allows customers to learn about the brand’s skincare formulas, try makeup and learn about the latest beauty trends and tips, and explore the brand’s fragrances at the Fragrance Bar.
For the customer that wants to be pampered, Estée Lauder’s Haitang Bay store offers complete consultations at the in-store Beautiful Skin Studios. Additionally, the store’s Re-Nutriv Lounge allows customers to experience a number of skincare treatments from the Re-Nutriv line in a semi-private environment.
image credit: estée lauder