China hosts first-ever virtual Sephora Day

Global beauty retail giant, Sephora has hosted its first-ever virtual Sephora Day in China.

Cosmetics Business reported that the digital initiative welcomed beauty editors from fashion magazines and bloggers to discuss six global beauty trends for spring/summer: targeted skin care, bright girl, adventure from the jungle, naughty braids, floral fragrance and environmental respect.

The panel discussion was broadcast live through the retailer’s WeChat Mini Program, as well as Chinese-native online destinations Tmall and

“With 15 years in the Chinese market, Sephora has been dedicated to selecting and incubating niche beauty brands to offer unique and delicious beauty experiences to Chinese consumers," Sephora said in a statement.

“Virtual Sephora Day has once again proven the brand’s innovative interpretation of the true omni-channel experience by effectively integrating its business, media and social touch points with consumers, enabling more beauty lovers in China to challenge stereotypes and redefine their very own power of beauty.”

According to the LVMH-owned retailer, more than one million consumers tuned in to watch the panel.