On September 21, Réel Department Store of Jing’an welcomed China’s first store of the Italian luxury brand PARADA perfume and beauty of L’Oreal, “PRADA Perfume Green Box Fragrance Space”, and its first pop-up store. And that came with a global debut of a new product—PARADOXE PARADA, a women’s perfume, which is regarded as the first product with milestone significance after PARADA becomes part of L’Oreal.

The first PARADA perfume and beauty store and its pop-up store are respectively located at B1 and Dali’s Melting Clock Square of Réel Department Store, both of which are built into a “green box” with light green as the main color and transparent materials for their exteriors.

It is worth noting that they are environment-friendly stores made from renewable and recyclable materials. In the store, citizens can not only enjoy the fragrance of the global brand-new product, PARADOXE PARADA perfume for women, but also receive customized services.

“No need to guess because of PARADOXE.” It is reported that the new PARADOXE PARADA perfume made its debut globally with the unveiling of the first store. Inspired by women’s spiritual interest in mystery and intrigue, and paradox and unity, the PARADOXE PARADA perfume interprets classics with a pioneering attitude, and embraces the paradoxes of iconic ingredients, including neroli buds, amber and white musk, to reveal new scented sensations with innovative techniques. Eventually, the ingredients are condensed in a classic but unexpected triangular bottle.

Besides, the perfume borrows the concept of environmental protection with green raw materials and green packaging. It adopts a pioneering multi-step biotransformation process. The unique design of the bottle allows less use of glass and the packaging boxes are made of sustainable paper and cardboard. In addition, three raw materials for the perfume are obtained from sustainable procurement sources, including Morocco Neroli Scent Oil, Bourbon Madagascar Premium Vanilla Extract and Calabrian Bergamot.

At the opening ceremony of its first store, Xu Haiyan, Brand Director of PRADA Perfume and Beauty, said that the reason why they have chosen to open China’s first PRADA perfume and beauty store in Shanghai is that PRADA is confident in China’s perfume market. “Supported by numerous consumers and the leading market environment in China, we can provide the consumers with our best products and services.”

Shanghai’s open, integrated and mature business system provides a good opportunity and platform for the brand to enter the city. Xu Haiyan told the reporter that they gained full support from Shanghai and Jing’an District in the brand’s debut at the recent Shanghai International Cosmetic Festival and also the whole process for the completion of its first stores. “When communicating with teams from France and Italy, we said the first stores are located at the ‘heart of Shanghai’, the center of Shanghai, with probably the youngest and most fashionable and trendy customers gathering here; at the same time, it’s a business district with famous landmarks. Therefore, we unhesitatingly decided to open China’s first stores of PRADA perfume and beauty in Réel Department Store of Jing’an, Shanghai.”

Recently, perfume is becoming the fastest-growing category of cosmetics in China and the world. Thereinto, the growth rate of perfume in China will be about three times that of the global total. Since its establishment in 1913, PRADA has been the synonym of pioneer and trend, yielding an impact on the innovative aesthetic thinking of several generations. In 2019, L’Oreal obtained the agency right of PRADA perfume and beauty. After that, PRADA integrated creativity into production and explored new products so as to reinterpret classics and continue its trendy legend.

The opening of China’s first store of PRADA perfume and beauty in Jing’an District, Shanghai will surely inject strong momentum into the growth of the beauty and fashion consumption market and contribute to building Shanghai into an International Consumption Center City.