L'Oréal Paris opens omnichannel concept store in Shanghai

L'Oréal Paris is launching a omni-channel concept store in collaboration with AKQA in Shanghai, offering visitors a personalised experience and cultivating a better relationship with customers.

In celebration of the 50th anniversary of "you’re worth it", the L'Oréal Paris store functions as a gateway that gives entry to a unique space fusing all the best things that Shanghai and Paris can offer. Visitors can take an immersive bike-ride along some streets in Paris while collecting L'Oréal Paris discount points along the journey.Meanwhile, visitors can watch and interact with influencers who will livestream from the in-store set. Each visit connects with users' WeChat account via the L'Oréal mini-program on the platform, enabling the brand to provide visitors with a personalised experience and continue the relationship after they have left the store.

Every in-store interaction contains an element of the iconic "you’re worth it" tagline. Also, visitors can use the face scanning technology to receive a printed skin analysis report and personally coded key. They can also use this key to explore their recommendations in store, and learn how can the recommended products help improve the quality of their skin.Recommended products can be directly picked-up in the stores, delivered to any address in China, or added to their digital shopping basket linked to their account on the L'Oréal mini-program before purchasing the products later.

“The ‘L'Oréal House of Worth’ concept store represents the most modern manifestation of the brand. It is the ultimate realisation of the ‘you’re worth it’ lifestyle. We’re excited to welcome guests to the space to experience L'Oréal like never before," commented Xylia Chen, associate merchandising director of L'Oréal Paris.