Nuance-Watson (Singapore) scores success with celebrity exclusives

Tina Milton

Print Article E-Mail Article E-Mail Author

Two exclusive celebrity fragrance launches - Sean John’s Unforgivable and the first fragrance from Kate Moss – have driven success for Nuance-Watson (Singapore) this month

The launch of two exclusive celebrity fragrances – Sean John’s Unforgivable and the first fragrance from model Kate Moss – have driven sales and added glamour to the offer for Nuance-Watson (Singapore) at Singapore Changi airport after their introduction this month.

Aramis & Designer Fragrances, a division of Estée Lauder Companies, announced that the results from the initial launch of men's fragrance Unforgivable were “impressive” and that sales from the three-week promotion were 70% above target.

Estée Lauder Travel Retailing Asia Pacific vice-president/general manager Stefan Herzog congratulated Nuance-Watson (Singapore) for the success and said: “We are extremely proud of this remarkable accomplishment. The success was a result of the continued support and enthusiasm from Nuance-Watson towards our brands. We look forward to continuing this winning relationship in our future undertaking.”

Sales of the Kate Moss fragrance, which was launched ahead of other airports in Asia as well as local department stores, almost tripled the expected target during the three-week promotion. The fragrance, which "almost sold out", is expected to drive annual sales of more than S$600,000 per year.

Coty Beauty Far East Export regional managing director Ted Bacay underlined: "The exclusive Asian launch of Kate Moss' first fragrance in cooperation with Nuance-Watson (Singapore) at Changi airport showcases the value that Coty Beauty Far East Export puts behind the partnership with the premier travel retailer for fragrances and cosmetics in the region. With the success of this launch, we will continue to work closely with Nuance-Watson for our other brands like David Beckham, Miss Sixty and Kylie Minogue fragrances."

Nuance-Watson (Singapore) managing director Ken Tse added: “We are always happy to work with our partners to deliver such celebrity success stories that bring in much hype and glam factor to our stores. In fact, while many may shy away from celebrity brand focus, we intend to continually make the most of the latest ‘in’ personality through developing a dedicated area to house and promote these brands as we recognise their attraction and appeal to our customers.”