Maybelline makes Asian debut at Singapore Changi

Tina Milton

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The L’Oréal Paris-distributed brand has taken its first steps in the Asian airport market with Nuance-Watson (Singapore) at Singapore Changi airport

Maybelline has made its Asian airport debut at Singapore Changi airport with Nuance-Watson (Singapore). The brand is aimed at price-conscious travellers and young tourists travelling from developing countries. Since its roll-out at fragrance and cosmetics stores at terminal one and two and the budget terminal, L’Oréal reports sales have been promising.

Marketing manager travel-retail worldwide Jacques Berger said: “We are pleased to have launched Maybelline New York with Nuance-Watson at Changi airport. New and eye-catching merchandising from Maybelline New York offers its best-selling products and a travel-retail 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.”

The brand claimed it strives to be creative in its merchandising and displays to trigger consumer interest. This is demonstrated at the budget terminal’s departure shop where it has installed a new gondola design with an “LED” system to attract customers’ attention.

Nuance-Watson (Singapore) managing director Ken Tse stated: "We are pleased to work with L’Oréal Paris on this new addition. With a stable and increasing stream of mainland Chinese travellers flying through Changi airport, we are happy to widen our selection to give our customers more choice. Maybelline is the number one make-up brand in China and it is appealing to this fast-growing tourist segment."