Nuance-Watson (Singapore), by far the biggest beauty retailer in Singapore in terms of sales, number of stores and brands on offer, operates at all four terminals of Singapore Changi Airport.

Priding itself as the launch pad for all things surrounding beauty, exclusiveness is one factor that Nuance-Watson plays up on and is notably visible at the new T3 stores. Nuance-Watson has brought in a good number of beauty brands and products that are unavailable at other airports in Asia-Pacific or at local downtown stores. Among others, the list includes Victoria’s Secret Beauty, Becca, Botlux, Bellefontaine, Benefit Cosmetics and Amouge fragrance.

Mr Ken Tse, Managing Director of Nuance-Watson (Singapore) said: “Our approach is to have the widest possible range of brands and price points, recognizing the diverse personalities and desires of our customers.”

Constant innovation at the core of the offer:
Serving approximately 1,500 local customers every day, Nuance-Watson invests considerably into differentiating its offer from the local market. One feature is the La Prairie mini treatment room in Terminal 3, where shoppers can enjoy luxurious caviar-based skincare before they fly.

The beauty treatment comes complimentary when customers purchase any La Prairie item. Nuance-Watson also introduced the “Michael Edwards Fragrance Finder” kiosk which is an award-winning online application that aids in fragrance recommendation.

Despite the space restraints of the airport environment Nuance-Watson has fully embraced the shop-in-shop concept. It has also launched a beauty concierge service counter at both the T3 Mega and South-gate stores to provide value-added services such as personal shopping, gift-wrapping and provision of beauty tips. More than 25 beauty consultants, on top of a beauty concierge, are available at any one time during operating hours to attend to customers.

Taking note of the proven growth potential of cosmetics, especially with the emergence of the Chinese travellers and their devotion to skincare, Nuance-Watson has allocated more space, 70 per cent of its total surface, to cosmetics. Cosmetics contribute about half of total sales versus what it was five years ago, when it was about 42 percent.

Broadening the portfolio:
With the aim of broadening its product range, Nuance-Watson added a number of non-beauty outlets to its portfolio earlier this year, thereby complementing the Perfumes & Cosmetics offer.

These include the first “Marc O’Polo” premium casual-wear boutique in Asia-Pacific (also the first store out of Europe), the first ever “FIFA Official Store” in the world, a Samsonite store, an “Amazing Grace” destination concept store specializing in ethnic Asian souvenirs and apparel, as well as Tosto, an Italian-inspired deli.
 
The Nuance Group