Maybelline makes Asian debut at Singapore Changi

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The L’Oreal Paris-distributed brand has taken its first steps in Asia 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’Oreal reports sales have been promising.

Marketing manager for travel-retail worldwide Jacques Berger said: “We are pleased to have launched Maybelline New York with Nuance-Watson at Changi airport. In a new and eye-catching merchandising 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 display to trigger interest. This is demonstrated at the budget terminal’s departure shop setup where it has installed a new gondola design with an “LED” text messaging system to attract customers’ attention.

Nuance-Watson Singapore managing director Ken Tse stated: “We are pleased to work with L’Oreal Paris on this new addition. With a stable and increasing stream of mainland Chinese 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.”