While it is not L'Oréal's intent to be a retailer (Stephen Mosely, president and managing director of L'Oréal Hong Kong, said the company would "much rather work with retail partners if we can"), such stores in a market like Hong Kong allow the company to express a brand fully.
"We're following the development of the environment," Mosely said.
It's an exciting one in Hong Kong, where the consumer's appetite for beauty keeps growing.
"We see emerging segments that probably didn't exist a few years ago," said Mosely, ticking off the men's and sun care markets, plus the dermo-cosmetics segment, among others. "We think the trends will continue driving the market."