Or wait…
Sign in Register
Headlines
Brand Innovation
Formulation & Science
Packaging & Design
Business & Financial
Market Trends
Regulation & Safety
Promotional Features
Site Archive
Multimedia
Regions
All Asia-Pacific
South East Asia
South Asia
East Asia
Oceania
Site Archive
Multimedia
Hot topics
Clean & Ethical Beauty
Sustainability
COVID-19
Market Entry
Anti-Aging / Skin Whitening
Beauty From Within
Nanotechnology
Green Cosmetics
Site Archive
Multimedia
Resources
Type of resources
Events
Shows & Conferences
Editorial Webinars
Online Events
All Events
Events
China 中国
Related Sites
Podcast
By Amanda Lim
17-Aug-2022 – Last updated on 17-Aug-2022 at 01:09 GMT
Related tags: brick and mortar, omnichannel, Lazada, Shiseido
function sanitize_gpt_value2(gptValue)
{
var vOut = “”;
var aTags = gptValue.split(‘,’);
var reg = new RegExp(‘\W+’, “g”);
for (var i=0; i < aTags.length; i++)
{
vOut += aTags[i].trim().replace(reg, '-').substring(0,40);
if (i!=(aTags.length-1))
vOut +=', ';
}
vOut = vOut.toLowerCase();
return vOut;
}
$(document).ready(function() {
dataLayerNews = {};
dataLayerNews.related_tags = sanitize_gpt_value2("brick and mortar, omnichannel, Lazada, Shiseido");
dataLayer.push(dataLayerNews);
});
Recently, Elixir unveiled its first standalone boutique in SEA in Takashimaya Shopping Centre, at the heart of Singapore’s shopping district. This followed the brand’s launch on Lazada’s LazMall in April as part of its online-first strategy to introduce the brand in the region.
“We wanted to embark online experience first so customers can get to know about the brand. Elixir is a known brand; it has been the number one brand in Japan for almost 15 years. The journey with Lazada started with creating awareness and brand building,” said Rachel Cheng, general manager of cosmetics, Shiseido Singapore.
Speaking exclusively to CosmeticsDesign-Asia, Cheng told us that the firm deliberately chose not to announce that it was opening a boutique.
Instead, it let the word spread organically to drum up excitement. “We’ve seen customers walk past the store and take a picture – word of mouth is actually more viral and more positive,” said Cheng.
While the brand has been gaining traction on Lazada, the brand recognised the importance of having a physical presence to create meaningful experiences for today’s consumers and be a touchpoint for the consumer.
For instance, the new boutique was intentionally designed to evoke a welcoming atmosphere with spaces where the brand could hold workshops.
“We are seeing a trend where people want experiences, a touchpoint, which is why we invested in a free-standing store. Boutiques in general can have a very cold feeling and we want to create a cosy environment. We don’t stand at the storefront to push samples out, we just welcome them in, offer them a seat and get them comfortable. We’ve also partnered with Matchaya to supply us tea so we can give customers that cosy experience where they can get their skin analysed and drink tea while you wait,” said Cheng.
Unlike the past, where the retail playbook would be to open a store or counter in every mall or department store, the firm is happy to stick with a sole flagship for now.
“For the first two years, we will not be looking at opening a second or third store. We want [the flagship store] to be an iconic representation of Elixir,” said Cheng.
Keeping in line with the post-pandemic habits of beauty consumers today, the store is also home to the Elixir x Lazada omnichannel digital bay.
This avenue will offer consumers exclusive deals and provide another channel where consumers can purchase and get products delivered to their doorstep. Conversely, consumers can purchase the brands on Lazada can also opt for a self-pick-up at the boutique.
“We are privileged to be partnering with Shiseido,” Lazada Singapore CEO Loh Wee Lee told us during the Elixir boutique opening.
“We know that brands will continue to be omnichannel. We want to further embrace being omnichannel to support brands in their journey, both online and offline – because you will never be 100% online when it comes to sales.
“Lazada being an O2O player is a reflection of the way we want to engage our consumers, both online and offline as well in a post-pandemic world. It’s not just about sales, it’s more than that, it’s about consumer engagement and experiences.
Copyright – Unless otherwise stated all contents of this web site are © 2022 – William Reed Ltd – All Rights Reserved – Full details for the use of materials on this site can be found in the Terms & Conditions
Related topics: Brand Innovation, Market Trends, South East Asia, Voice of the Industry, Asia in Focus, Skin Care
Show more
Consumers are increasingly buying natural, organic beauty and wellbeing products as noted from the increasing number of product launches with natural claim…
Water scarcity and water pollution continues to be a concern for the environment. Every year, about 130 tons of microplastic particles from personal care…
For the first time, Ashland researchers reveal a natural bioactive that can activate skin’s sensors of touch, the piezos, to release “feel-good” and anti-aging…
Recent research shows that daily supplementation with Pycnogenol® retains skin hydration, demonstrated 13.8% increase in skin lightening and reinforces…
Show more
Upcoming editorial webinars
On-demand webinars
More promotional features
