Future Tag

PARIS – Sephora will launch what it calls the “Asia store of the longer term” in Singapore’s Raffles City Shopping Mall on Sept. 23. In Asia, where digital ecosystems and adoption are far more advanced than in other parts of the world, Sephora executives began brainstorming well before the coronavirus pandemic hit. “We sat down and said: ‘What would it not appear to be if we created a store where technology was the guts of the design and getting used to essentially unlock consumer journeys?’” explained Alia Gogi, president of Sephora Asia. “That was really the issue statement we began with.” Layered on this soon after was the health crisis, which accelerated the ideation process, since retailers had to grasp quickly the the...