Sephora is ramping things up in China, with the launch of a new retail concept and the announcement of a new brand ambassador.

The beauty retail giant has lifted the lid on a new concept dubbed ‘My Beauty Power Turn It On', an omnichannel system that incorporates its official app, website and flagship stores and a new online ‘mini program', to offer Chinese beauty fans a full social shopping experience.The aim of the project is to generate beauty trends among the brand's customers, as well as encouraging them to get creative and share their beauty content. The company opened its first Asian concept store in Shanghai this September.

To publicize the new development,Sephora has snapped up Chinese entertainer Z.TAO, who joins the brand as its new ambassador. The former Exo boy band member has made a name for himself as a solo artist and actor,earning credits in movies.

The move is designed to bolster Sephora's already-impressive presence in China; the brand currently counts 228 stores across the country, in 74 different cities. It also fits with the chain's approach to innovation,which has seen it introduce innovative services such as in-store facials and beauty classes at several of its global locations this year.