Clé de Peau Beauté (CPB), a luxury skincare brand owned by Shiseido, opened a pop-up “Lifestyle Club” in downtown Shanghai this month. The extravagant offline activation comes as the brand aims to tap into China's growing ultra-high-net-worth segment.
The two-story space on Taojiang Road resembles a peach-and-cream Barbie doll's dreamhouse, with pink interiors and preppy sports set pieces. In addition to a product trial area, the Lifestyle Club offers a number of activities and photo opportunities perfect for the “check-in” culture. At a commercial property that attracts attention on social media.
At Radiance Café, customers can sample two exclusive themed coffees, Afternoon Light and Inguan Holiday, while customizing their coffee cups with cute makeup-themed sticker sets. Then, practice your putting technique on the golf run, complete with golf cart, or relax on a lounge chair by the miniature pool. Japanese golf equipment brand Honma was a collaborative partner for this event, contributing to the realization of an all-round elite lifestyle.
The event is aimed squarely at affluent female consumers, who are becoming increasingly dominant in China. Jason Wang, writing for Jing Daily, said this demographic, who have achieved great success in their professional lives and are looking for a lifestyle that suits them, is the new “driving force” for luxury in China.