FYI

SK-II opens ‘shop of the future’ in Shanghai

Beauty brand SK-II has opened a smart store in Shanghai as part of its project to transform the retail experience for customers.

SK-II Future X Smart Store offers a variety of experiences that it claims will revolutionise the bricks and mortar retail fashion world.

The announcement:

This 2018, global prestige beauty brand SK-II ushers in a new era in skincare with the launch of the SK-II Future X Smart Store- China’s first ever Beauty Smart Store as part of its global innovation journey to transform beauty retail experiences.

Nestled within iconic Shanghai fashion destination K-11, SK-II Future X Smart Store in Shanghai is an enhanced version of the SK-II Future X Smart Store that gained overwhelming consumer and industry traction from influencers, media, and consumers alike when it first launched in May 2018.

During its official grand experience day on 12th September, Chun Xia—SK-II celebrity joinedinfluencers, media and Sandeep Seth – Chief Executive Officer, Global SK-II in a personal and immersive journey of the Future X Smart Store.

Harnessing Emerging Technologies

Powered by the latest technologies that include state-of-the-art facial recognition, computer vision, and A.I. technology augmented by the SK-II’s proprietary Skin Science and Diagnostics innovation, the Future X Smart Store in Shanghai employs an algorithm that supports self-service shopping to provide consumers with an intimate, personalized and immersive experience.

The experience begins with “The Art of You”- a large-scale digital wall that reads visitor’s facial expressions as well as head, eye and mouth movements. Each expression correlates to a different color scheme, while eye blinks trigger energy lines to pass across the screen. generating their own personal art pieces.

Visitors can also look forward to exploring the “Miracle Water” Lab which offers an immersive experience of how SK-II Facial Treatment Essence works on the skin.

Next, visitors can use a proprietary SK-II skin scan that is a reinvention of SK-II’s iconic Magic Ring Skin Analysis. Unlike other skin scans on the market, which require direct contact with the skin, this scan performs its intelligent analysis just by letting customers sit in a booth.

An interactive skincare wall will then display a comprehensive analysis of each user’s skin condition, together with a set of tailored recommendation based on the results.

Using a specially designed bracelet cooperative with one Jingdong – one of the leading eCOM channels in China that identifies each visitor, consumers can experience seamless “boundless” shopping by purchasing the products they need by just waving their wrists on a scanner, without the need for mobile application on-site.

The Smart Packaging That Connects You

In addition to the immersive beauty journey that consumers can look forward to, the Future X Smart Store in Shanghai will also see the debut of the Facial Treatment Essence Smart Bottle. SK-II’s signature product, SK-II Facial Treatment Essence, has over 90% PITERATM, the miracle ingredient discovered over 38 years ago that has been helping women all over the world achieve crystal clear skin.

For the first time ever, the brand’s best-seller receives a new packaging feature that harnesses the Internet of Things (IoT) through a companion app that enhances consumers’ SK-II skincare regimen in the comfort of their own homes. Visitors can witness this innovation on display at the store.

The Future of Beauty Retail

The Smart Store by SK-II signifies the brand’s first foray into retail innovation and signifies a turning point for the company and the start of a global transformation to connect with a new generation of consumers who are yearning for more meaningful engagements with the brands they know and trust.

“The role of retail to drive how consumers experience products in today’s post-digital world is vastly different than when we started, especially in the rapidly evolving beauty category in China today” says Sandeep Seth, Chief Executive Officer (CEO), Global SK-II. “In shifting our focus to bring innovation to consumers around the shopping experience versus product technology, SK-II is leading the way to create a new model for how we build and evolve our relationship with our consumers in
China and globally.”

Real-time insights and feedback collected will not only inform the future of brick and mortar retail, but help to reimagine the power of data and technology to augment a consumer’s journey with a brand for a truly omnichannel experience.

“SK-II is a brand built on deep science and innovation, which is why we’re thrilled to build an experience that aims to push boundaries within the retail and beauty industries,” says Seth. “Given the state of the retail landscape today, we see a great opportunity to adapt to new shopping behaviors and redefine the role of both product sales and beauty counselors with our personalized approach.”

Source: SK-II press release

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing