Cosmetics gain more space at Changi T3

Kevin Rozario

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Fuelled by new types of products, cosmetics occupy more space than fragrances at the terminal’s beauty stores

Cosmetics have upstaged fragrances to become the main beauty offer at Singapore Changi airport terminal three, with more than two-thirds of the beauty area dedicated to cosmetics. Nuance-Watson (Singapore) senior manager strategic marketing and communication Cindy Goh attributed this to increasing demand from emerging markets but also said it was because the category had become more differentiated.

She told DFNIonline: “Beauty in travel-retail has evolved in the past couple of years as retailers and vendors recognise that airport locations are the first and the last touch-points for travellers. Therefore it is important to capture these customers in more creative ways.”

Goh gave the increasing popularity of “cosmeceutical” brands and new and improved men’s product offerings as examples of the differentiation of cosmetics ranges. She added that Nuance-Watson (Singapore) has added service elements such as treatment cabins—it opened a La Prairie treatment room at T3—to create a point of difference and will continue to do so to maintain the retailer’s annual double-digit cosmetics sales growth over the past three years.