Sephora Opens its Largest Store

Beauty retailer Sephora (Paris) has opened a 54,000-square-foot, five-story flagship in Shanghai, China, in a space that was previously owned and operated by a toy store, Women’s Wear Daily reports. This is Sephora’s 135th store since it entered the Chinese market in 2005.

The ground floor houses the cosmetics and fragrances section, where a counter displaying six iPads are programmed with questions to help customers pick out perfume. The second floor focuses on skin and hair care, while the third floor comprises a Sephora academy where staff beauty experts are trained. The fourth and fifth floors are reserved for Sephora China’s new headquarters.

“I think we’ve only fulfilled a small fraction of what’s possible in this market,” Chris de Lapuente, global ceo, Sephora, told WWD. “We are quite inspired by the huge passion of Chinese woman to learn about beauty, be it skin care, makeup or fragrances.”