SINGAPORE. Scental L’Oreal Luxury Products Travel Retail Asia Pacific has further extended the Kiehl’s brand presence in travel retail, with the opening of a new Boutique at Singapore Changi Airport Terminal 2, in partnership with Nuance-Watson.
The brand made its debut in the channel with Nuance-Watson, in May 2006, at Hong Kong International Airport.
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The new Kiehl’s Boutique at Singapore Changi T2, complete with vintage Harley Davidson |
Kiehl’s was founded as an old-world apothecary in New York’s East Village neighbourhood over 150 years ago. The brand offers skin, hair and body care products that are a blend of the cosmetic, pharmaceutical, herbal and medicinal. Customer service – and “service to the community” – are key principles.
The brand is enjoying good growth in the Asia Pacific region, both domestically and in travel retail. In terms of airport doors, Kiehl’s opened a store at Taiwan Taoyuan International Airport in August 2007, followed by stores in March and April this year at South Korea’s Incheon International. The Singapore Changi store opened its doors on 17 June.
“Kiehl’s is seen as one of the hippest brands in the market and with its introduction into our Perfumes and Cosmetics stores at Changi Airport, it’s proof that duty free shopping doesn’t have to be staid and boring,” noted Nuance-Watson Singapore Managing Director Ken Tse. “We can match up to any high-street experience.”
The 33sq m Changi boutique communicates the values and experience of the flagship New York store, and showcases a selection of elements that are unique to Kiehl’s.
These include:
– vintage photographs of the old East Village pharmacy and its founders
– a Baby tower on which customers are invited to post photos of their “Kiehl’s babies”
– antique apothecary jars, objects and toys
– “Mr Bones”, a signature skeleton who represents the company’s traditions in medicine and pharmacology
– an elegant chandelier
– a 1957 Harley Davidson Hummer (vintage motorcycles have been the hallmark of the Kiehl’s spirit, dating back to the late 1970s when the Kiehl’s family began to display the company’s permanent collection of Harleys and Indians at the New York flagship store)
– several display planes (another passion of the Kiehl’s family).
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