Aveda, the premium haircare brand under US cosmetics giant Estee Lauder, launched its first concept flagship store in China on July 15, located in Shanghai's Xintiandi shopping area.

The store introduces a very special "experience plus shopping" retail model , featuring several global firsts.

On the first floor, the experience zone invites customers to examine their scalp and hair health using a powerful 800x magnification microscope. Staff members are available to offer personalized care solutions based on each customer's specific needs, providing a hands-on experience with Aveda's products.

Deeper inside, a serene circular space offers an exclusive aromatherapy experience available only at the Shanghai store. Visitors can interact with a sensory wheel to trigger calming natural sounds such as wind and sand, while surrounded by soothing plant-based aromas.

Upstairs, the hair salon offers a luxurious experience with temperature-controlled beds, private VIP rooms, and relaxing elements such as herbal tea and singing bowls.

This new salon is said to set a global standard for Aveda's premium services in China, providing complete haircare treatments from start to finish.

It will also host regular events featuring celebrity stylists and leading hair professionals, who will share the latest in haircare technology and style trends.

According to the President and Chief Executive Officer of Estee Lauder China, the opening marks a major milestone in the brand's growth in China. Looking ahead, Estee Lauder plans to continue innovating retail experiences to enhance the lifestyle of Chinese consumers through high-quality offerings.

Sources: Shanghai Observer, official WeChat account of the publicity department of the CPC Huangpu district committee at "shhuangpu"