This month, the Shiseido-owned luxury skincare brand Clé de Peau Beauté (CPB) brought a limited-time “lifestyle club” to downtown Shanghai. The extravagant offline activation comes as the brand seeks to capture China’s growing ultra-wealthy segment.
The two-storey space on Taojiang Road resembles a peaches-and-cream rendition of Barbie’s Dreamhouse, with its pink interior and preppy sporting set pieces. Besides the product try-out area, the lifestyle club offers a host of activities and photo opportunities perfectly suited to the culture of “checking in” (打卡) at eye-grabbing commercial locations on social media.
At the Radiance Café, customers can try out the two exclusive themed coffees, Afternoon Light and Yingguang Holiday, while customising their coffee cup with a cute makeup-themed sticker set. They can then practice their putting technique at the golf run, complete with golf cart, or relax on a lounge chair by the miniature pool. The Japanese golf equipment brand Honma was a collaborative partner at the event, helping to achieve the feel of an all-around elite lifestyle.
This event squarely targets wealthy female consumers, who are becoming increasingly dominant in China. Writing for Jing Daily, Jason Wang called the demographic the new “driving force” of luxury in China, as they gain greater success in their professional lives and seek a lifestyle that matches.
