Global prestige beauty retailer Sephora is celebrating a decade of operation in Thailand with the launch of an official flagship store on LazMall, a platform run by Southeast Asia’s e-commerce pioneer, Lazada. Orchestrated by Sephora Thailand’s general manager Chayapa Rattanadej, the launch marks a new chapter of accessibility and digital savvy in Sephora’s journey within the region. With the promise of a wider reach and a more personalised beauty experience for LazMall sho
ll shoppers, the strategic alliance not only aligns with Sephora’s vision but also caters to the unique nuances of Thai consumers. Rattanadej recently discussed the motivations that drove Sephora to partner with Lazada and how the launch of the digital store fits into Sephora’s larger omnichannel strategy. “At the core of our customer-centricity approach, we are always seeking ways to increase our touchpoints. Launching this digital store will help strengthen our omni channel presence and customer touchpoints,” she told Inside Retail. When it comes to the selection process for global brands that will be featured in its LazMall flagship store, one of the key strengths of the Sephora brand is product curation. “Be it on our website, app or bricks-and-mortar stores, we look at optimising our brand and product mix according to local consumer tastes and preferences,” she added. The 10th anniversary milestone This year has turned out to be quite a milestone for the Sephora brand in Thailand as it is celebrating its 10th anniversary in the country. “We are really excited to be celebrating our 10th year in this amazing beauty market. We have grown to 13 stores across Bangkok and Phuket and have an eye on more store openings next year,” Rattanadej noted. She went on to say that the brand is constantly upgrading its store formats, product mix, launching new brands, optimising marketing campaigns, and engaging its community of beauty enthusiasts. “This year alone, we launched Sol De Janeiro, Melixir, Grown Alchemist, Salt & Stone, and became the first beauty retailer [in Thailand] to participate in the Pride parade as well as hold our first classes for confidence with universities,” she explained. Enhancing customer loyalty A recent initiative from the brand is the launch of its loyalty program, Sephora Beauty Pass, in Thailand. Customers in the region can now get access to the brand’s curated beauty range, and new customers can join Sephora’s tiered loyalty program via its LazMall store. This allows customers to earn points and subsequently redeem products, gifts, and experiences in Sephora stores across the country. “Sephora Beauty Pass loyalty program is available for customers to enjoy across Sephora, either through in-store, online or via its official store on LazMall. New customers can apply for membership directly on the platform and receive 50 complimentary points,” she elaborated. Beauty Pass member points can be redeemed for exclusive gifts through Sephora’s reward boutique in-store and online. Customers can also earn double points during their birthday month and receive complimentary birthday or tier upgrade gifts for Black and Gold Membership levels. Rattanadej said that the brand is constantly introducing new brands and products to its growing community of beauty lovers. “For the upcoming 11.11 Singles Day, we are offering storewide discounts on Lazada, on top of GWP deals, Flash Sale 25 per cent off selected SKU and pre-sale bundle sets with value savings of 30 per cent,” she added. The first 500 orders with a value of 2,500 THB (US$70) will receive an exclusive Sephora travel pouch with two mini bottles, and other deluxe gifts from brands such as Briogeo, Nudestix and Sephora Collection. An ever-evolving marketplace Rattanadej reiterated that enabling end-to-end omnichannel experiences for beauty communities is at the heart of Sephora. “In 2023, Sephora introduced Skincredible, a face scan that analyses your skin in four dimensions and recommends an unbiased list of products specifically suited to each individual’s skin type and concerns,” she noted. She said that this is the second personalisation tool after the launch of Shade Matching on its mobile app, which allows customers to input their current foundation and get recommendations on shades from other brands and formats. “We continue to add brands to our portfolio, available only at Sephora. In 2023, we added international, Korean, as well as Thai brands including Melixir, Grown Alchemist, Salt and Stone, K18, Sol De Janeiro, Delphini, and Skin Syrup,” she said. Sephora launched its first Store of the Future in Singapore last year, and since then the brand has leveraged insights from the digital touchpoints embedded in the store to enhance its overall omnichannel retail experience. Rattanadej went on to say that the brand has since launched two more of these store concepts in China and will look at introducing various elements that it believes will cater to the demands of Thai beauty consumers. “We keep a close eye on emerging beauty trends, new social media platforms, and customer feedback. Beyond continuing to add more brands from around the world, we look to cultivate a more personal relationship with our beauty communities,” she concluded.