Clinique’s stand-alone store at Pavilion has recently been refurbished in accordance with their Service As You Like It concept that offers multiple levels of service and new ways to shop for beauty products.
The entire store is now much brighter than before sporting a modern design and technology to improve functionality and facilitate the Service As You Like It concept. New features include the foundation and colours bars which encourage consumers to test and select products on their own complete with browsing baskets empowering self-service.
Built around a “Diagnostic Centre”, it allows consumers to clearly see products at eye level. The environment also allows same level seating for the consumer and Consultant to allow for a more intimate, in-depth skin assessment. Testers and products are available within reach creating a conducive and inviting ambience.
New fixtures have been put in place, such as the Category Bay which displays the Brand’s Fragrance range, Suncare franchise, Skin Supplies for Men and Derm Concerns products are all strategically positioned to enable a fuss-free shopping flow. The Derm Concerns products offerings reiterates the Brand’s dermatological heritage treating skin concerns such as dullness, lines and wrinkles, hyperpigmentation and acne. The Best-sellers wall offers 8 of the Brand’s best selling products in the Brand for that period.
Present to launch the new concept store on 3rd November 2011 was Paul Slavin, Clinique Vice President/General Manager for Asia Pacific who flew in specially from Hong Kong to attend the event. Paul stated that “The Service As You Like It concept has already been launched in US, UK, Europe, Hong Kong and Bangkok which is attuned to consumer nuances. At Clinique, not only do we custom fir products to address skin concern, we also custom fit our services in line with their shoping trends. Adhering to changing times and retail habits, this new concept provides retailers the opportunity and option to be served based on her own terms, at her own time and the service as she likes it.”
Consumer shopping preferences coupled with Clinique’s dermatological heritage and signature clean white aesthetics guided every detail of the new concept. The 558 square feet shop has been entirely remodeled to enhance one’s overall shopping experience and visually communicate the Brand’s identity and expertise.
Paul summarizes, “We wanted to take down the physical barriers that beauty counters typically have and provide our customers with an inviting atmosphere. We created a new concept counter that speaks to our consumer at every angle. The concept not only reinvents the shopping experience, but reaches out to consumers on a deeper emotional level. The ultimate goal is to provide our consumers with a custom fit service in accordance to her needs and frame of mind. This is the perfect time for Clinique to enhance the way we approach our clients – as a brand, we are celebrating our dermatological heritage and re-focusing our attention to providing men and women with the best skin consultations. We know this is exactly the kind of service skin-savvy consumers are looking for in a modern retail setup”.
