Kiehl’s opens Changi stand-alone store

Nicole Mezzasalma

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The US cosmetics brand’s most recent travel-retail outlet is a partnership between Scental and Nuance-Watson (Singapore)

L’Oréal Luxury Products International’s Asia/Pacific division Scental has opened a new Kiehl’s travel-retail boutique at Singapore Changi airport terminal two in partnership with Nuance-Watson (Singapore). The brand’s first duty-free outlet opened in 2006 at Hong Kong International airport, and since then Scental has launched Kiehl’s at Taiwan Taoyuan International and Seoul Incheon airports.

The 33sq m (355sq ft) stand-alone store at Changi T2 showcases Kiehl’s thematic elements, such as vintage photographs of the original New York pharmacy where the brand started in 1851, antique apothecary jars and objects, a vintage Harley-Davidson Hummer 1957 and “Mr Bones”, a signature skeleton that represents the company’s traditions in medicine and pharmacology.

Nuance-Watson (Singapore) managing director Ken Tse said: “Kiehl's is seen as one of the hippest brands in the market and its introduction into our Perfumes and Cosmetics stores at Changi airport proves that duty-free shopping doesn't have to be staid and boring. We can match up to any high-street experience.”