Cosmetic company Avon launched its first flagship store in the Chinese mainland on Nanjing West Road in Shanghai on Tuesday.

Besides displaying Avon's skincare products, the flagship store has set up an interactive area for consumers to experience fragrance and perfumes, a swing corner for people to take photos and a livestreaming room.

"This first store opening in such a prominent location in as dynamic city a Shanghai is significant for us at Avon globally. We hope the store will bring our product experience closer to consumers while getting firsthand feedback from them," said Irving-Holmes Wong, managing director of Avon Asia-Pacific and general manager of Avon China.

"The new flagship store in Shanghai is not only another milestone for Avon, but also demonstrates our commitment and confidence in China remains unchanged and has grown even stronger with time."

Founded in 1886 in New York City, Avon entered the Chinese mainland in 1990.

After being acquired by Brazilian beauty group Natura & Co in 2020, the company strived to become one of the best beauty companies in the world. To achieve this goal, "China First" became a major internal strategy of the company.

"China is the world's second-largest beauty and personal care product market today, after the US," Wong said.