SINGAPORE. Philips and L’Oréal Paris Men Expert have joined forces to launch a pop-up barber shop at Singapore Changi Airport.
The Male Grooming Club initiative is a partnership with Changi Airport Group, The Shilla Duty Free and Sprint-Cass. The barber shop, open from 13 December to 24 January, offers male passengers in Terminal 3 a range of grooming services, products and promotions.
Professional barbers use Philips’ range of shavers for a complimentary hot towel shave alongside head and face massages, finishing with treatment from the L’Oréal Paris Men Expert range. Individual consultations with a grooming adviser are also available.
The Male Grooming Club showcases Philips’ most advanced shavers featuring its ContourDetect technology. Other male grooming tools available at the pop-up store include Philips hair clippers, beard trimmers and body groomers.
L’Oréal Paris Men Expert offers a wide range of skincare products tailored to cover all major men skin concerns, such as anti-ageing and hydration.
While more than 50% of travellers are male, they represent less than 10% of the total spend in airport cosmetics stores, noted the partners. Changi Airport said there is a huge opportunity in the travel retail space to target men and their grooming needs.
The pop-up offers exclusive promotions such as S$50 (US$35) off selected Philips Shavers with any purchase of a L’Oréal Paris Men Expert gift set. Complimentary gifting services are also available along with a limited-edition gift bag with any purchase of a Philips male grooming tool or L’Oréal Paris Men Expert travel retail exclusive sets.
Changi Airport Group Senior Vice President of Airside Concessions Division Teo Chew Hoon said: “We are excited to partner Philips and L’Oréal Paris Men Expert to introduce this unique pop-up concept at Changi Airport. With these complimentary grooming services, we hope to pamper our male travellers, making their Changi Experience a more memorable one this festive season.”
Royal Philips Global Business Development Manager Travel Retail Steven van Dortmond commented: “Travelling long distances can be a tiring affair and Philips is pleased to be able to offer men a grooming experience that will refresh and recharge them for the journey ahead. With Philips’ premium male grooming range, travellers will arrive at their destinations well-groomed and ready to go.”
L’Oréal Consumer Products Division Travel Retail APAC General Manager Barbara Bressand-Sussfeld noted: “We want to offer to male travellers and consumers a dedicated grooming environment by bringing together two of the number one worldwide brands – our skin care brand Men Expert and Philips electric shavers. All male travellers at Changi Airport will be able to enjoy a unique grooming experience at Terminal 3 and we look forward to welcoming them to the Male Grooming Club.”
The Shilla Duty Free Head of Global Merchandise Division Raelene Johnson said: “As a leading travel retail cosmetics & perfumes operator, we are always looking to elevate travellers’ shopping experience. We are excited to work with our brand partner L’Oréal Paris Men Expert, and with Philips and Sprint-Cass to create an immersive and unique experience for travellers.
“We hope that the experiential concept of the Male Grooming Club will provide male travellers with access to a wide range of male grooming services and products, bringing greater value to our customers.”
Philips and L’Oréal Paris Men Expert product ranges are available at Sprint-Cass and The Shilla Duty Free. Complimentary male grooming services are available from 6am to 10am and 7pm to 11pm daily; while the Male Grooming Club runs from 6am to 1am daily.
