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Maybelline makes a “promising” debut in Asian travel retail | |
SINGAPORE. Cosmetics brand Maybelline (distributed by L’Oréal Paris) has made its Asian travel retail debut at Singapore Changi Airport, in conjunction with Nuance-Watson (Singapore).
The brand is available in the retailer’s fragrance and cosmetics stores at terminals one and two, in addition to the airport’s Budget Terminal. Sales to date have been “promising”, according to Nuance-Watson (Singapore). The products are targeted at price-conscious consumers and younger travellers from developing countries.
Nuance-Watson (Singapore) Managing Director Ken Tse commented: “We are pleased to work with L’Oréal Paris on this new addition. With a stable and increasing stream of PRC travellers flying through Changi Airport, we are happy to widen our selection to cater more offers to our customers.
“Maybelline being the number one make-up brand in China would be appealing to this fastest growing tourist segment.”
L’Oréal Paris Marketing Manager for Travel Retail Worldwide Jacques Berger added: “We are pleased to have launched Maybelline New York”¦ with Nuance-Watson at Changi Airport. [Via] new and eye-catching merchandising, Maybelline New York offers its best-selling products and a ‘Travel Exclusive’ collection of make-up sets.”
He added: “Maybelline New York provides quality and innovative make-up with a modern New York feel. It is the perfect answer to the needs of a booming category of travellers: younger consumers searching for more affordable products.”
Maybelline is known for its creative merchandising. Accordingly the Budget Terminal features a new gondola design with an innovative LED text messaging system.
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