Last September, Estée Lauder launched the Re-Nutriv Skin Longevity Science Lab in Sanya, Hainan province, offering one-stop luxury skincare, makeup consulting, and premium facial treatments. La Mer has integrated its SPA DE LA MER into 34 luxury hotels—including Songtsam, Bulgari, Capella, and Waldorf Astoria—allowing guests to enjoy in-depth treatment without leaving the premises.

Brands like KILIAN PARIS and Editions de Parfums Frédéric Malle host fragrance workshops where brand trainers or KOLs share perfume culture and brand stories with participants.

In May, Estée Lauder's artisanal perfume brand LE LABO opened the Beijing courtyard fragrance laboratory at WF Central. Blending wabi-sabi aesthetics with a traditional siheyuan courtyard, the venue features three distinct experience zones, creating a space where heritage meets modernity for sensory exploration. LE LABO's first Chinese mainland store in Shanghai Xintiandi also preserves the original 1920s shikumen architectural style.

"We are not just selling products, but building new scenarios that connect with consumers' emotions and lifestyles," said Fan Jiayu, president and CEO of Estée Lauder Companies China. "Going forward, we will use 'scenarios' to tell stories and 'experiences' to lead new consumption trends."