Virtual Sephora Day touts beauty retailer's exclusive, private brands in China

With its first Virtual Sephora Day, prestige beauty retailer Sephora debuted its list of 2020 spring/summer beauty trends in China. Livestreamed via the retailer’s WeChat Mini Program, as well as through Tmall and JD, the event highlighted more than 100 products that are only available at the retailer, spanning 43 global brands and its private label Sephora Collection. 

The livestream featured beauty editors from top fashion magazines, as well as popular beauty bloggers who discussed major beauty trends. The six that they highlighted were targeted skin care, “Glossy Girl,” “Jungle Adventure,” floral fragrance and environmental respect. 

The Virtual Sephora Day, coming 15 years into the retailer’s time in the China market, was meant to underscore its focus on selecting and fostering niche beauty brands and their role in delivering exclusive and engaging beauty experiences, the company said.