Department store BHG Singapore has refreshed its Beauty Hall at Bugis Junction to bring personalised services and digital touchpoints to customers. BHG’s 13,000 square feet flagship store on Level 1 will now feature 94 beauty brands with a curated collection of international and nature-inspired brands at affordable pricing.
What you need to know
New and refreshed counters
Gucci Beauty launches its first-ever “island-counter” in Southeast Asia at BHG Bugis. Fans of the brand will find Gucci Beauty’s full range of makeup and fragrances to bring home – exclusive at the counter is a lipstick trio set.
Burberry Beauty has also refreshed its look, which was conceived by Creative Director, Riccardo Tisci in line with its rich heritage. Tisci rediscovered new hues of the house Beige tone, drawing significant focus to “archive beige”, referenced from a 1980s Burberry Knit.
A Beauty Library
This new retail concept curated by BHG is dedicated to nature-inspired beauty labels ranging from skincare, bodycare, beauty gadgets and socially-conscious tea. There are 20 nature-inspired labels including 14 BHG-exclusive brands. It also features a Lift & Learn interactive digital touchpoint that offers a quick and easy way for shoppers to discover more about the featured products. For an easy checkout, simply scan the QR code on the screen to access the e-commerce page.
Five new spa cabins
There will be five experiential Spa Cabins and a dedicated consultation area from brands such as Clé de Peau Beauté, SkinCeuticals, Clarins, Sisley and Decorte.
Clarins has launched its first Open Spa Treatment Service, offering a menu of eight different 30-min express treatment services to cater to varied skincare needs. All express treatments are priced at S$38, inclusive of a 10-minute personalised consultation and 20-minute treatment.
For the first time in Singapore, SkinCeuticals launches their exclusive Gold Standard Treatment – that integrates the use of the Pure Oxygen Infusion Machine, the brand’s best-selling C E Ferulic serum, and an anti-inflammatory and antioxidant-rich Vitamin C Masque – if you’re looking to squeeze in a quick 30 minutes facial.
Interactive and high-tech offerings
From virtual try-ons, gamified loyalty and rewards platforms, to robo-customer advisor, BHG Beauty Hall is rolling out the latest retail technologies for customers to explore and experience.
At Skinceuticals counter, don’t be startled to find an AI Robot assistant who will assist you with getting to know the brand, their products, as well as any exclusive ongoing promotions. Its counter will also feature an all-new first-ever Holographic 3D showcase for an immersive experience.
While at Nars, the counter features an interactive virtual try-on tool, powered by YouCam app, where you can virtually try on different shades of eyeshadows and lipsticks.
Also at Lancôme, the brand is introducing with two unique tools: Skin Screen and Shade Finder that makes use of advanced algorithms to analyse shoppers’ skin parameters to offer comprehensive and personalised assessment and product recommendation.