High-end beauty retailer Joyce Beauty yesterday opened two new stores at Xintiandi Taikoo Hui and IFC Mall in Shanghai, marking a significant step in the brand’s offline expansion strategy. The openings update the brand’s market penetration approach and enhance its product selection standards, aiming to better serve diverse consumers with a personalized shopping experience. Joyce Beauty’s move seeks to solidify its leading position in the high-end retail market. The new stores feature dedicated “consultant” teams to offer personalized advice on skincare, personal care, and fragrances, as well as a salon area where customers can immediately experience recommended beauty treatments and see the results firsthand.