Sephora opened its first concept store in China in September 2018, once again, focusing on the brand's role of being a playground that invites people to come play with the vast amount of make up available.

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The campaign "Beauty Under My Control", with Z.Tao as the ambassador, showed him commanding the different movements of the make up textures. Focusing on the main categories of cosmetics, the film showed Z.Tao interacting and dancing with the textures, but he is the one in control and orchestrating the textures.