HONG KONG. In what it promises will be one of many firsts in 2008 to celebrate its 10th anniversary, Nuance-Watson today opened the Giorgio Armani Beauty Boutique at Hong Kong International Airport (HKIA) Terminal 1 East Hall.
[The Moodie Report Asia Bureau Chief Melody Ng attended the opening and filed this follow-up report, including extensive photo coverage, just hours after the event.]
Jointly operated with Scental, the Asia Pacific arm of L’Oreal Luxury Products Division, the new 30sq m stand-alone boutique is Armani’s first travel retail outlet worldwide.
The highlight of the opening was a make-up catwalk show, claimed to be a first for any airport in the world.
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The highlight of the grand opening was a make-up catwalk show designed to highlight the Giorgio Armani brand’s values of ‘seduction and understated elegance’ evolving from fashion to beauty |
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(Left-right) Vera Breuer, Division Manager of Scental Travel Retail Asia Pacific; Eva Tsang, Airport Authority Hong Kong General Manager of Retail & Advertising Business; Rémi Chadapaux, General Manager of Scental Travel Retail Asia Pacific; Alessandra Piovesana, Regional Managing Director of Nuance-Watson (HK); Hans Bakker, Commercial Director of Airport Authority Hong Kong; and Clarice Au, Nuance-Watson (HK) Operations Director | |
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Also gracing the launch event were Tammy Kan, Managing Director of Giorgio Armani Fashion and Suzanne Chu, Retail Director of Giorgio Armani Fashion (fifth and sixth from left) |
The new store was officially opened by Alessandra Piovesana, Regional Managing Director of Nuance-Watson (HK) and Rémi Chadapaux, General Manager of Scental (L’Oreal Luxury Products Division).
Other prominent guests at the opening were Hans Bakker, Commercial Director of Airport Authority Hong Kong; Eva Tsang, General Manager of Retail & Advertising Business of Airport Authority Hong Kong; and Vera Breuer, Division Manager of Scental. Also gracing the launch event were Tammy Kan, Managing Director of Giorgio Armani Fashion and Suzanne Chu, Retail Director of Giorgio Armani Fashion. Key participants in the catwalk show included local celebrity models all wearing the latest Armani make-up.
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The boutique features exciting new design elements, which include a fashion catwalk-inspired ‘Beauty Walk’ which treats passengers to an enriching virtual experience as they tour Armani’s fashion beauty world |  |
Three full-height wall bays showcase a wide array of colour products for the lips, face and eyes and are further complemented by a ‘Make-up Work Station’ where consumers can have fun while experimenting with different colour combinations |
Alessandra Piovesana said: “The new Armani opening once again underlines Nuance-Watson HK’s commitment to bringing world-class brands and innovative retail concepts to travellers at HKIA. “Today’s premiere of the new flagship boutique would simply not have been possible were it not for the dynamic partnership between Armani, the Airport Authority, the operator and more importantly, our customers.”
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She continued: “Nuance-Watson HK takes genuine pride in the fact that the new initiative was the direct result of a consumer research study commissioned in 2006. The survey is still further evidence of our desire to launch pioneering new brand concepts by leveraging our unrivalled understanding of travellers’ brand preferences for perfumes and cosmetics.
“Ultimately, the validation of the Armani beauty concept perfectly reflects our constant quest to understand and anticipate our customers’ desires and aspirations, and provide the exceptional satisfaction levels they demand and deserve.”
Research demonstrates the brand is perceived as being “extremely luxurious” by the Taiwanese and Mainland Chinese customers, who represent more than one-third of all travellers passing through HKIA.
Rémi Chadapaux said: “The opening of Giorgio Armani Beauty in Hong Kong International Airport is another landmark development for L’Oreal Luxury Products Travel Retail Division and Nuance-Watson (HK) at HKIA in cooperation with JC Decaux HK. This development demonstrates the dedication and the commitment of both companies to enrich the portfolio of brands available in HKIA and to raise the standards of luxury for the beauty category and cater for the needs of the HKIA travellers.”
Hans Bakker said that Airport Authority Hong Kong has aimed to create the finest airport retail experience with a well-selected mix of retail brands. He said that the Giorgio Armani cosmetics shop is a happy marriage of the two.
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(Left) Alessandra Piovesana: “The new initiative was the direct result of a consumer research study”; (Right) The new L-shaped boutique enjoys a highly visible location and opens out onto a wide frontage facing the airport’s main aisle | |
The new L-shaped boutique enjoys a highly visible location and opens out onto a wide frontage facing the airport’s main aisle. Nuance-Watson said: “Perfectly encapsulating the “˜understated elegance’ for which Armani has long been renowned, the new beauty boutique showcases a dynamic palette of colors and stunning visuals against the brand’s signature luminescent black background.”
The boutique blends the luxury of Giorgio Armani cosmetics and fragrances with exciting new design elements. They include a fashion catwalk-inspired “˜Beauty Walk’ which treats passengers to a virtual experience as they tour Armani’s fashion beauty world. This walkway leads all the way from the front of the boutique to a sizable 2m x 1m video wall at the rear of the storebroadcasting the latest Armani fashion show and new product demonstrations .
Prior to entering the “˜Beauty Walk’, customers are greeted by two tower showcases featuring the latest Armani fragrances. Three full-height wall bays showcasing a dazzling array of color products for the lips, face and eyes are located immediately adjacent to the video wall.
The impact of the three-color walls is further complemented by a “˜Make-up Work Station’ where consumers can have fun while experimenting with different color combinations.
The other side of the boutique is dedicated to Armani’s extensive skincare collection. As skincare products are always heavily in demand among Asian customers at Hong Kong International Airport, this section has been built far bigger than those at the brand’s downtown outlets, the retailer said.
In addition to the hugely popular Crema Nera women’s skincare products from the volcanic island of Pantelleria, this section will soon house Armani’s Men Skincare range.
The launch of the new beauty boutique underlines Nuance-Watson HK’s strategy of expanding its premium beauty offer, following last year’s successful launch of Asia’s first-ever La Prairie beauty center.
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Nuance-Watson (HK) to open pioneering Giorgio Armani airport beauty boutique – 15/01/08
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