Sisley Paris opens Maison Sisley Shanghai, first in Asia-Pacific region
Prestigious beauty brand unveils a new chapter of growth in China market
French prestigious beauty brand Sisley celebrated the opening of the Maison Sisley Shanghai, the first establishment in the Asia-Pacific region, on March 29. The launch marked an exciting new milestone in the French family brand’s development in China.
Located in Jing’an Zhangyuan, a historic community with hundreds of shikumen architectural stylehouses in Shanghai’s downtown Jing’an district, the Maison Sisley Shanghai spans 339 square meters and offers a combination of beauty, hair care, well-being treatments and boutique shopping — all under one roof.
Apart from exceptional products, professional services and treatments, customers can also enjoy artwork created by artists from different countries. At this moment, a piece created by the Chinese artist Ni Youyu is on display at the Secret Cafe on Maison Sisley’s first floor. Considered a favorite of the d’Ornano family, this masterpiece belongs to the Ancient Archive Specimen series showcases a bonsai displayed in a window. It is made from ancient drawings that were hand colored and then cut and pasted onto the canvas, before being painted using various techniques, notably acrylic, oils, lacquer, and pastels.
Like every Maison Sisley, the lounge area on the second floor reflects the artistic inspiration of the d’Ornano family. According to Sisley, every detail, such as color and piece of furniture in the lounge, has been specifically chosen by Isabelle d’Ornano, brand founder of Sisley, and some have even been taken from the family’s private collection. Beneath the geometric “Moon” chandelier designed by Dimore Studio, a striking bronze coffee table by sculptor Bronislaw Krysztof features two majestic birds. Brightly colored birds are also featured on the screen illustrated by the artist Elzbieta Radziwill. The combination of both creates a lively and vibrant representation of nature.
Three incredibly cozy treatment rooms and one hair spa room located on the second floor of the maison guarantee a relaxing escape from one’s urban routine.
According to Sisley, customers will enjoy professional skin care services that combine exceptional products with customized care plans in the treatment rooms. The rituals not only include plant-based aromatherapy facial and body treatments for moisturizing, revitalizing and purifying needs, but also luxurious agedefying treatments designed specifically for wrinkle reduction, skin rejuvenation and overnight repair. Hair Rituel by Sisley will propose unique hair care treatment to rival what the best skin care has to offer in the hair spa room as well.
A gift bar for wrapping presents and an area dedicated to Sisley featuring the colors of the skin care line are also established.
According to Philippe d’Ornano, president of Sisley, the Maison Sisley Shanghai, which allows customers to immerse themselves into the world of Sisley, is a bridge to connect the brand with consumers.
It serves as a “professional institution” which can help customers discover a cosmetic brand in a fantastic way.
It is an oasis for customers to escape from the hustle and bustle of the city and a place where people from different backgrounds meet and exchange, he said.
“Maison Sisley Shanghai expresses the philosophy of value, or even deeper, the soul of the brand,” d’Ornano said.“It is something that we see like as a poetic luxury — a luxury but not an impressive one. (It is) not one where people feel uncomfortable. Customers feel a nice environment and a break from the crazy rhythm of what we all have in our lives. They will have time for themselves and people can interact with them and take care of them.”
Like the brand has done in countries across the world including France, Germany and other European countries, Sisley is keen to open more Maison Sisley in China. It is looking for locations which boast the Chinese history and also connect with Sisley.
“We need to find the right place where we are able to create something which is not exactly a shop. It’s more like a reflection of the soul of what we are and connected to the soul of the city where we do Maison Sisley,” d’Ornano said. “Each maison is different, so it is not like one concept that can be applied everywhere in the world.”
Expanding in China
Sisley, known for effectiveness of its natural ingredients products and cutting-edge technology behind the formula, has recorded solid growth in China over the last three years despite the pandemic.
Its annual sales revenue growth reached 70 percent year-on-year over the last few years. Its development plans including the Maison Sisley Shanghai are in progress steadily, according to d’Ornano.
“Even during the difficult period (due to the COVID-19), we develop in China in a quite strong way,” said d’Ornano. “We have great support from both our landlord and the government who supported us since we entered China.”
Sisley also recorded strong growth in other parts of the world and is one of the companies to suffer less in Europe and in the United States, d’Ornano said.
“We learned that unexpected things can happen, but we also learned that a team which is strong and close can fight back and do a good job,”said d’Ornano.
He also shared his thought on digitalization, which is a buzzword in the consumption sector in China. He believes digital channels and brickand-mortar stores are equally important and each could serve different functions.
“Digital is important and we will invest in digital, but it is also important to keep human relationships with our customers,” said d’Ornano. “It is a mistake if we opposite digital or brick-and-mortar stores.”
So far, the brand has established 31 websites worldwide. About 70 percent of new customers came from the brand’s websites in 2019, according to Sisley.
The Sisley online stores provide access to the entire catalogue and numerous associated services.
Sisley will further strengthen commitment in China to meet demand of the nation’s increasingly sophisticated beauty consumers.
“It is a market that recorded economic growth. A lot of people are getting wealthier and have access to new capacity for their life. It’s a market where good cosmetics would be something that people will be interested in,” said d’Ornano.“We have a lot of plans of development in the Chinese market as we have in the other markets around the world.”
From Paris to Zhangyuan of Shanghai, Sisley successfully demonstrates its innovative spirit which is part of its DNA. According to the brand, the opening of Sisley Maison Shanghai is not only the arrival of a new business model but a fusion of Western and Eastern arts and cultures, as well as an interpretation of French aesthetic lifestyle.
The new opening will inevitably lead the industry into a new trend, creating a bench mark for modern consumption experiences.
“It’s more like a reflection of the soul of what we are and connected to the soul of the city where we do Maison Sisley.” Philippe d’Ornano, president of Sisley