Why millennials love these 3 beauty concept stores in Hong Kong
Let’s assume that you can recall the halcyon days of department stores, where the ground floor was a grand display of the most coveted luxury beauty brands. Fast forward to the present, when department stores like Macy’s and Bergdorf Goodman are fighting for survival. Multi-brand beauty concept stores are taking the market by storm these days with their approach and exceptional service.
But what exactly is a multi-brand beauty concept store?
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Although it seems like an average pharmacy, the concept store has a strong identity that draws different types of young consumers who identify with its ideals and atmosphere.
It seems inconceivable that there should be any new players in the congested cosmetics and skincare field, but millennials have a greater appetite for socially responsible niche brands, as well as luxury brands that are less commercial than SK-II, Estee Lauder and L’Oreal.
This call for variety has spawned some of the most varied concept stores out there, and while they stock many of the same brands, subtle differences exist between each store.
Here are a few of the big players we love – and the reasons they are doing so well.
1. Sephora
Back with a vengeance after its first foray into Hong Kong nine years ago (it has since only had an online presence), this 4,200 sq ft store in IFC Mall – which will officially open in September – is promising a new experience for customers.
Sephora CEO Chris de Lapuente said, “The new Hong Kong store will be an impressive addition to our stores in Asia, where we are enjoying exceptional growth. It is the perfect time to offer Hong Kong the best selection of beauty products in a brick and mortar setting, combined with personalised services that surprise and delight our clients better.”
Here, the chemist concept is taken to a cool hip level. You can shop without having to worry about walking into a specific brand’s territory, get a one-on-one make-up tutorial, as well as play with the Visual Artist. This, Sephora claims, is “an interactive digital touchpoint” that allows consumers to try on products digitally.
You can expect to see all the major players, such as Givenchy, Guerlain and Burberry Beauty, as well as niche brands such as The Inkey List, Drunk Elephant, Huda Beauty, IT Cosmetics, Clean Reserve, Ouai and Olaplex.
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2. Facesss
Whenever I enter the store in Causeway Bay’s Times Square, it always feel like a maze with more than 50 international beauty brands to discover. You can expect a full counter service – Benefit has its Brow Bar, and there are brand-specific beauty advisers on hand.
You will find the usual suspects such as MAC and By Terry, as well as cool hip Korean treasures among the big names.
3. T Galleria by DFS
If you are a frequent flier, you will know DFS, the travel retailer that has provided much retail therapy at airports. T Galleria by DFS can also be found around the city, and has upped its game with pop-up stores and a more curated collection that revolves around a theme – such as the First Class Beauty campaign in August, which showcases brands based on three moods: City Nights, Beach Getaway and Nature Escapes. There is also an immersive experience Meitu Lip Bar where you can get your lips fitted with the perfect colour.
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All the major brands from Estee Lauder, Dior and Clinique to Sulwhasoo, Kiehl’s and Giorgio Armani are here, but we love the Korean beauty section where you can find Clio, 3CE and Hera, brands that were previously only available in South Korea.
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Pop into Sephora for a cool chemist experience, enjoy counter service at Facesss, or test drive DFS’ Meitu Lip Bar. You’ll love these beauty playgrounds