With online shopping being the main way we shop for beauty items these days, it may be hard to recall the last time you stepped into a department store. I certainly couldn’t, nor would I have wanted to, given how easy it is to browse for the exact items I want online — at a recent tour of the new L1 of BHG Bugis though, I was proven wrong. Here to change minds is their refreshed Beauty Hall, now with plenty of new experiences that challenge our idea of department store shopping.
This first starts with BHG’s mega revamp of the 13,000 square feet flagship store, where they’ve doubled the number of beauty brands, from 48 to 94, in order to reflect a fresh set of customer needs. More nature-inspired and clean beauty brands have joined the fold, most of which are housed in a dedicated Beauty Library concept space.
What’s even more exciting is that these aren’t just traditional counters, with the same products on display — you’re looking at an experience that’s enhanced with futuristic digital technology, whether it’s a holographic sign that greets you when you first enter the store, “lift and learn” AR experiential walls, or an AI robot assistant.
Friendly store staff will also be roaming around with mobile devices so you won’t have to head over to the cashier at all — you can check out your items right on the spot for a seamless retail experience.
And then, there are the five spa cabins and refreshed counter designs that reflect BHG’s goal of explorative yet personalised services. You don’t want to head to a counter just “to run an errand”; here, they invite you to sit down for in-depth consultations with beauty experts, in a comfortable space where you get to learn more about your skin, hair, or the latest beauty trends. At the same time, in-house spas provide the most luxurious treatments at your convenience, tucked away in hidden corners for respite from the crowds.
If there’s ever a way to get us to step into a department store, and enjoy the entire experience, this is it. Ahead, we round up some of the innovative experiences you can look forward to.
FUTURE TECH
How can technology enhance your shopping experience? Key word here: interactive. You won’t be staring at a cold, hard screen — at the Skinceuticals counter, which happens to be their largest-ever department store counter, say hello to a friendly AI Robot assistant that’ll be able to guide you through the brand, conduct a mini tour of the premises, or assist you with product information and promotions.
A new holographic 3D screen also presents the brand’s series of groundbreaking skincare in a new light, while there’s a Lift and Learn Wall that will be activated the moment you physically pick up products in front of it; the key benefits of these hero products will then instantly appear on a screen in front of you. This nifty feature is also available at the Beauty Library, which will feature a rotating suite of beauty brands, all so you can learn and discover at your own pace.
At NARS, get acquainted with an interactive virtual try-on tool, powered by the YouCam app, where you get to see how NARS’ full range of makeup looks on your face, whether it’s on-fleek brows, foundation shades, or a new eyeshadow look — especially useful these days when we’re not able to swatch or try on makeup directly.
Elsewhere, at the Lancôme counter, you’ll be able to experience two of their most high-tech diagnostic tools: the Skin Screen and Shade Finder, which use advanced algorithms to analyse your skin, giving the most accurate results on your skin health and perfect foundation shade and needs, respectively. Both the NARS and Lancôme experiences certainly make skincare and makeup a more personalised experience, which brings us to the next point.
EXPERIENTIAL COUNTERS
counter designs
At BHG Bugis, you’ll spot the latest counter designs where brands such as Gucci Beauty and Burberry Beauty debut their most unique department store counters ever, ones that flaunt each brand’s core ethos and creative design. Gucci Beauty sports the first-ever island counter in Southeast Asia, where lavish shelves and Hollywood-style mirrors make you feel like you’re in an old-school beauty parlour. At the same time, the Burberry Beauty counter is the first in Southeast Asia to feature Creative Director Riccardo Tisci’s new design, which sees clean hues of an iconic house beige, referenced from a 1980s Burberry Kilt.
Most of the beauty counters here also feature private consultation corners where you’ll be able to rest comfortably while hearing from the beauty experts, The Shiseido and Estée Lauder counters, in particular, see long counters that are stretched out across the length of the store — this design was deliberate in opening up the space, making it more welcoming as you browse through their their wide array of skincare and makeup.
Spa Services
For the first time, the BHG Bugis Beauty Hall will be offering Spa Cabins from brands such as Clé de Peau Beauté, SkinCeuticals, Clarins, Sisley and Decorte. Depending on the brand, these can include express skin treatments of 30 minutes, to longer rituals that go up to 60 minutes, for those looking for an oasis of indulgence.
Clé de Peau Beauté‘s first counter outside of the Orchard shopping belt features luxurious spa treatments tailored specially for you, with choices of a Brightening Facial Treatment, anti-ageing Lifting and Firming Facial Treatment, and even a Total Eye Care routine so you’ll always leave with a healthy, radiant glow.
At the Clarins Open Spa. the first-ever in a department store, those looking for a mid-day perk-me-up will appreciate the 30-min express treatments, with 8 different services created with Clarins’ decades of expertise and knowledge, at an affordably-priced $38.
Then, Dyson’s biggest department counter not only boasts a spacious layout and their latest limited edition Gunmetal/Bronze beauty devices, you’ll also be able to try out hairstyling services that put their innovate hair tools to the test, or consult the beauty advisors on how best to achieve a glamorous blowout with the Dyson Airwrap.
THE BEAUTY LIBRARY
Beyond just the usual brands you might find at a department store, BHG Bugis is also eager for you to discover this new concept space of theirs, a Beauty Library that houses over 20 nature-inspired beauty labels, from skincare, bodycare, to beauty gadgets, including 14 BHG-exclusive brands. The desire for clean beauty brands is on the rise, as are products that are in touch with nature, those that understand the benefits of plants while leaving out harsh chemicals, in order to nourish our skin.
Brands such as local label Rooki Beauty certainly fit in here, with their line of superfood-charged skincare, as does organic beauty brand CANVAS, or Nila, a homegrown brand that specialises in essential oils. K-beauty brand haruharu is bound to entrance with their effective formulas housed in cute coffee cup packaging, while the Beauty Library also sees a comprehensive collection of Compagnie De Provence’s sought-after soaps, shower gels and hand creams.
Two key spaces are also home to HoneyWorld®, a honey wellness concept corner where you may shop for manuka honey and honey-infused skincare, or take part in an interactive game for exclusive prizes. Personalised fragrance brand Maison 21G is also here in their first-ever department store counter, where an AI-powered app will guide you to create scent on the spot, according to your personality, occasion and taste.
BHG BEAUTY HALL, 200 VICTORIA STREET, #01-100, BUGIS JUNCTION LEVEL 1, SINGAPORE 188021.
TEL: 6223 2222
(MON – FRI): 10.30AM – 10PM
(SAT & SUN): 10AM – 10PM
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