© Storeage / Photography: Wen Studio

It’s predicted to surpass the U.S. this year as the planet’s biggest consumer market, but China‘s economy still gaining steam and has yet to reach its full potential. Needless to say, it’s widely seen as the New Frontier by leading brands and companies. But while many foreign names have successfully taken root in this market, they increasingly face a large number of homegrown brands which specifically cater to the country’s more affluent households. When it comes to cosmetics, the future looks bright, very bright. Bouncing back right after the COVID-19 stranglehold, this particular industry is one of many having resumed a growth trajectory which will soon make China, in terms of revenue and consumption value, the world’s biggest cosmetics market as well. B+Tube is a new generation women’s cosmetics brand and retailer which recently launched itself into the flourishing market with a nifty experiential brick and mortar store concept. Interestingly, the store wasn’t launched in Shanghai, Beijing, Guangzhou or Shenzhen – collectively known as China‘s first-tier cities, and as such, its leading economic powerhouses – but in Changsha, a boomtown with top ranking potential, but with a less sophisticated retail arena. The B+Tube store is situated at Changsha Jinmao Lanxiu City, a newly opened mixed-use complex on the banks of Meixi Lake, a highly prestigious urban development draped around an eponymous body of water on the city’s southwestern fringes, and totally worthy of a first-tier city.

Occupying a 218 sqm. (2,347 sq.ft.) glass-encased unit, the company tapped Shanghai-based retail design agency Storeage. to create a fitting interior design. As B+Tube‘s target audience is young and savvy Generation Z females, the chosen design codes totally adapt to their sensibilities, featuring expressive, colourful, and last but not least, highly interactive settings. The aesthetic is loosely based on an old Chinese proverb of a mouse which fell into a rice jar, and accordingly, the design has adapted to present the wide selection of products in inventive ways while oozing opulence and abundance. Iridescent perforated steel dominates the premises, captured by a cathedral-like structure at the centre of the retail space. Majestic arches fan out in three directions, each presenting products adhering to the golden beauty principles—cleansing, foundation and makeup. But that’s not all, each section comes with a digital education centre, featuring tutorials, videos and other visual displays. Also to be found on the premises is a private consultation room and a beauty bar. The new B+Tube store stocks cosmetics, niche fragrances and lifestyle goods by over 200 brands from both China and abroad, and currently includes Lancôme, SK-II, PEARLONA, Guochao Wanhuajing, Guerlain and Marie Dalgar.

B+Tube
Changsha Jinmao Lanxiu City, 1177 Huanhu Lu, Shop L118
410006 Changsha
Telephone: +86 181 63711777
Daily 10-10

© Storeage / Photography: Wen Studio