Maybelline New York makes Asian travel retail debut
25 Sep '07
2 min read
Maybelline, the highly successful cosmetics brand distributed by L'Oreal Paris, is making is Asian travel retail debut and has chosen Singapore Changi Airport and leading operator Nuance-Watson (Singapore) to exclusively launch the brand ahead of airports in the Asia-Pacific region.
“Maybe she's born with it. Maybe it's Maybelline.” A highly popular bridge brand, Maybelline is brought in to penetrate into a different consumer segment such as the price-conscious travellers or young tourists from developing countries. Since its roll-out at Perfume & Cosmetics Central stores at Terminal 1 & 2 as well as Budget Terminal, sales have been promising.
Marketing Manager for Travel Retail Worldwide, Jacques Berger commented: “We are pleased to have launched Maybelline New York, the worldwide make-up leader, with Nuance-Watson at Changi Airport. In a whole 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.”
Apart from being a price leader, the brand always strives to be creative in its merchandising and display to trigger interest. This is demonstrated at the Budget Terminal departure shop's setup: a first-of-its-kind, the new gondola design with an innovative “LED” text messaging system is bound to capture customers' attention from far.
Ken Tse, Managing Director for Nuance-Watson Singapore stated: “We are pleased to work with L'Oreal Paris on this new addition. With a stable and increasing stream of PRC travelers flying through Changi Airport, we are happy to widen our selection to cater more offers to our customers. Maybelline being the number one makeup brand in China would be appealing to this fastest growing tourist segment.”
marketing@alchempro.com
