THE WHAT? The Estee Lauder Companies’ flagship brand is opening a new retail concept in China’s Hainan province this weekend. The Skin Longevity Institute, as the new space has been named, will offer a series of facial treatments, skin analysis services and stock the Re-Nutriv line.

THE DETAILS According to a report published by WWD, the Hainan store stretches over two floors and features a private consultation space. The concept will be rolled out to further locations in the near future, including Suzhou and Montreal followed by Europe and the UK.

THE WHY? Justin Boxford, Global Brand President, Estee Lauder, told WWD, “The concept of longevity as the new luxury reflects a growing trend where consumers, increasingly focused on living longer and healthier lives, are seeking brands that offer not only exceptional products but also immersive luxury service experiences.”