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Guardian plans chain of stores focused on beauty
SINGAPORE'S Guardian Health & Beauty has launched a new retail concept - Guardian Beauty Hall - with plans to set up a chain of contemporary beauty and wellness stores in the city state.
Located at Suntec City Mall, the 4,200sqf Guardian Beauty Hall is a departure from the traditional healthand- beauty/drugstore chains operated by Guardian with at least 75% of the space and range of products and services dedicated to beauty instead of the usual 40% at the typical Guardian store.
For the first time, Guardian has partnered several top-selling luxury beauty brands and a full-service spa in this new concept. Four luxury beauty brands have set up counters in Guardian Beauty Hall - Shiseido, SK-II, Elizabeth Arden and Kosé - a deviation from their usual location in department stores.
The store, which is Guardian's largest outlet to date, also features three spa and treatment rooms managed by Body Contours Spa.
Said Victor Chia, general manager, Guardian Health & Beauty: "We launched this new concept of Guardian Beauty Hall to tap the surge in global demand for beauty products and services.
"We plan to introduce more Guardian Beauty Hall stores in Singapore, particularly in malls with high shopper traffic and without a department store. The average store size will be from 4,500sqf and more, depending on location."
Swamy Vaidyanath, country manager, Procter & Gamble Singapore, commenting on SK-II's presence at the store, said: "As with our recent successful ventures into new retail channels like inflight sales, and the airport, we believe that this bold partnership will bring SK-II a little closer to women who love and trust the brand."
Tatsuya Nagai, managing director of Shiseido Singapore, added: "There is a growing [phenomenon] on the number of pharmaceutical stores around Asia such as in Hong Kong, Korea, China and Taiwan that are carrying prestige skincare brands."
Building on the beauty and wellness theme, Guardian Beauty Hall is also offering an expanded range of its own core beauty-related products and services - twice the amount carried at the usual Guardian stores. New offerings include a perfumeries section with scents by DKNY, Tommy Hilfiger, Aramis and Lab Series.
New products that are exclusive to Guardian include Danish brand Imedeen Expression Line Control, a new anti-ageing external skincare range; Australian brand Healing Gardens products; and Giovanni Haircare, a leading American organic hair-care brand.
Guardian Beauty Hall has also introduced a Wellness & Organic Food section, offering a range of imported food items comprising organic, low-carb, gluten-free and high-fibre food and foods that are low in salt and sugar. The variety covers jam spreads, confectionery, biscuits, snacks, rice cereal, oats, honey and grains.
Guardian Health & Beauty is part of the Cold Storage Group, a subsidiary of listed parent Dairy Farm International. It operates a chain of 125 stores in Singapore; 165 stores in Malaysia, 98 stores in Indonesia and six in Brunei.