Kao Corporation will open its first flagship store for the global premier brand Sensai in Shanghai, China on October 27, 2023. Sensai products now sell in about 3,600 stores in over 40 countries worldwide.
 
The opening of this “experience-based concept store” in Shanghai is part of a larger drive to communicate Sensai’s unique values to the world and further grow the brand’s global presence.
 
Kao is set to scale up the globalization of its beauty brands by expanding sales in China and other parts of Asia. Sensai, Molton Brown, and Curél are positioned as the top brands, with Sensai leading the way.
 
Other brands that have launched experiential stores in Shanghai recently include Aesop and Sephora.

Creating a Special Experience for Consumers

Consumer preferences in China’s skincare market have been a key factor in store development, as Yoshiko Sakurai, Sensai brand manager, explains: “While evidence-based efficacy is highly demanded for Chinese skincare market, consumers also put an emphasis on special experiences that can only be achieved in the real physical stores.”
 
The Sensai Flagship Store in Shanghai represents the core Sensai values of appreciating subtleties found in all things and moments. Uppermost hospitality merged with Japanese aesthetics and skin science based on Sensai’s latest research provides a unique experience.

Concept and Store Design

The space is divided into two distinct areas: an immersive spa inspired by the spirit and elegance of a traditional tea ceremony and a shopping area showcasing the beauty philosophy of Koishimaru Silk in a minimalist style.
 
The store layout reinterprets the flow of a traditional tea ceremony as if purifying the self and preparing the mind.

The Senses Spa

The Sensai Flagship Store Shanghai is home to Sensai’s premier treatment service, Sensai The Senses Spa.
 
Sensai The Senses Spa offers “Hanare” treatments and balancing massages that embody the spirit of Japanese hospitality.

Fragrance

Customers can choose from five different fragrances to complement their moods. From the moment they enter to the moment they leave, they are immersed in a luxurious moment enhanced by the fragrance they have chosen.

Other Unique Features of the Sensai Flagship Store Shanghai

Gifts sold at the “Omotenashi” Bar are decoratively wrapped in an exquisite Japanese style.
 
Furthermore, Sensai is devoted to the nurturing of human resources while cultivating meaningful relationships, which is integral to core values of the brand. Everyone working at the store masters the art of traditional Japanese hospitality, “Omotenashi,” and hones their skills to provide guests with a “one-of-a-kind’ experience.
 
Sensai plans to expand its luxury brand presence in the Asian market by reaching high-net worth customers. The flagship store in Shanghai will play a core role.