Sephora, Dada To Offer One-Hour, Personalized Cosmetics Shopping

Sephora, Dada To Offer One-Hour, Personalized Cosmetics Shopping

JD Daojia, a division of Dada Group, and Sephora China have partnered to offer consumers one-hour shopping services throughout China. Dada calls itself the leading local on-demand delivery service in China. The move is an attempt by JD Daojia (JDDJ) to expand beyond its current grocery delivery services.When consumers order via the JDDJ application or mini program, beauty products are delivered from the nearest Sephora store within one hour by Dada Now’s riders. More than 70 Sephora stores in China have launched on the JDDJ platform, covering first and second tier cities. Based on Dada Group’s partnership with JD.com, these Sephora stores will be simultaneously online with JD.com. By the end of 2021, all Sephora stores in China will be integrated both on JDDJ and JD.com. Sephora is a division of LVMH , which is ranked No. 9 in Happi’s International Top 30 Moreover, JDDJ collaborates with JD Beauty to support Sephora in its omni-channel retail, and to jointly build a new on-demand retail model of cosmetics brands. JDDJ will assist in products management, digital marketing, targeted user operations, and order fulfillment optimization, and provides an integrated O2O retail solution. With a large base of consumers with strong consumption power, JD Beauty can provide powerful advertising and help the brand reach more consumers.At present, over 3,400 beauty stores have launched on JDDJ. The platform has also established partnerships with Watsons, GIALEN, Innisfree, THE COLORIST, and WOW COLOUR, creating a high-density and large-scale beauty supply network with beauty brands and chain retailers. During the recent 618 Shopping Festival, China’s major mid-year online shopping event from June 1 to 18, sales of beauty products on JDDJ more than doubled.

Addison Rae is Going Retail

A year after launching her brand ITEM Beauty, co-founder Addison Rae’s line will be launching at Sephora–both online and in-store–on August 19th. “I’ve loved Sephora my entire life,” Rae told ELLE.com. “I got introduced to clean beauty from Sephora. So it’s really exciting that we get to be a part of Clean at Sephora now. Being in there is just an unbelievable thing.”

Clean beauty is something that Rae is hoping to share with her whopping 38 million Instagram followers and 82 million TikTok followers. “Sephora gives a bigger place for me to really put my mark in there and say, ‘I’m a part of Gen Z, and I think clean beauty is also important.’ And now, I get to do that with someone that’s leading clean beauty.”

Along with some of Rae’s favorite products from her line– which include the flake-free and smudge-proof Lash Snack mascara and One Hit setting spray, two essentials to get makeup that will last through a sweaty TikTok dance sesh– ITEM also has a line of skincare products that were also created with clean ingredients and with skin health in mind.

Being in a physical store will also allow more people to test out the products in person, which hasn’t been possible for a brand that launched during a pandemic. “A big part of makeup and cosmetics is just being able to be able to see it physically, and touch it, and feel it, and see the shades in person,” Rae told ELLE.com. “And when we launched during the pandemic, that was something that wasn’t an option. And we now getting to do that in Sephora is exciting because I think so many more people are going to get to physically be able to look at the products, feel the products, touch them, and be open to such a bigger audience that trusts Sephora.”

For any Addison Rae super-fans out there, mark your calendars for August 19th to grab some ITEM Beauty essentials. Plus, there’s a chance you might even see Rae there herself, admiring the display. “It’s going to be a trip for sure. I’m going to have to step away to cry. I’m sure I’ll do that.”

Tatjana Freund Beauty Commerce Writer Tatjana Freund is a Beauty Commerce Writer, covering makeup, skincare, and haircare products and trends.

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Sephora CEO: Feelunique acquisition a ‘key step’ in Europe growth strategy

Rumours of the deal started circulating this week, with LVMH-owned Sephora confirming the buy today. The transaction, subject to anti-trust clearance, was expected to close during the second semester of 2021, between March and July next year. Palamon Capital Partners had headed up the acquisition agreement alongside other shareholders.

The buy will see Sephora take on Feelunique’s 35,000-strong product cosmetic and fragrance portfolio and 1.3 million active customers.

European growth and UK prestige beauty push​

Martin Brok, president and CEO of Sephora, said: “The transaction is a key step in Sephora’s European growth strategy and marks a first step for Sephora’s presence into the United Kingdom, one of the top-ten biggest prestige beauty markets worldwide, with a very high level of digital adoption.”​

“UK consumers have a strong appetite for a carefully curated prestige beauty offer that is tailored to their needs, and provided through a consumer-centric, seamless experience,”​ Brok said.

Last month, Sephora also partnered with German e-commerce fashion major Zalando​ in a move that the two companies said would create a “new, innovative online prestige beauty experience for millions of Zalando customers”. ​

Balancing prestige beauty within the ‘skinimalism’ trend​

Sarah Miles, CEO of Feelunique, said: “Sephora is an iconic retailer in the prestige beauty space in Europe. We are looking forward to working together and leverage our respective strengths to drive the prestige beauty segment in the UK.”​

However, the companies would have to keep a close eye on the ‘skinimalism’ trend rising in the UK and leading to a 23% decline in 2020 UK prestige skin care sales​, according to The NPD Group. A sales dip was seen across prestige face creams, cleansers and exfoliators for the year as consumers looked to strip back beauty routines – a trend also seen elsewhere across the globe.

But in an interview with our sister site CosmeticsDesign-Asia in May, Sephora already acknowledged this trend​, noting streamlined and multi-purpose beauty was rising in importance across skin care, hair care and makeup.