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  • How is WOW Colour changing the face of beauty?
  • How is WOW Colour changing the face of beauty?
    WOW Colour (2020) ©

WOW Colour: beauty emporium for Chinese Gen Z

With beauty fans adding more colour to their make-up routines, the shopping experience is paramount and this is evident among Chinese Gen Zers. IRL retail brand WOW Colour is tapping their dedication to domestically-made brands and willingness to make beauty shopping shareable.

Location China

How does an IRL retail store get 15,000 shoppers through the doors and turn over 200,000 yuan (£21,900) on its first day of opening? [1] WOW Colour has dazzled Chinese shoppers with a relatively simple formula, finding its niche in a national industry that was worth more than 262 billion yuan (£28.7 billion) in 2018. [2] Leveraging innovative space design and creative displays with trendy and more niche national brands, it nails a unique offline shopping experience. It lets people experiment with makeup and feel part of an offline community that uses ...



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