Aeon Body Hong Kong opens

Japanese retailer Aeon has introduced a new retail concept – Aeon Body – to Hong Kong.

The store, which officially opens today, is packed with cosmetics and beauty products and looks like it is an attempt by the retailer to capture a larger share of the market dominated by specialist chains Mannings and Watsons, and even Sa Sa and Bonjour.

Aeon describes the shop as “a new generation experience” and is pitching the concept with descriptors (in Chinese) such as healthy, beautiful, organic and life.

With bold green signage and a lot of natural timber fittings, the store certainly has an “organic,” earthy feel to it, perhaps positioning it above mainstream beauty chains and heading more towards the L’Occitane market positioning, albeit without the price tag.

The Aeon Body concept was developed for Aeon’s Japanese home market and is being trialled in other Asian markets where the company believes there is sales potential.

Exclusive promotions will run in the Tsuen Wan, Kowloon, store until October 14.

It is located at 88 Tai Ho Rd, Kowloon.

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