TANGS unveils first 7 shop-in-shop flagship beauty boutiques

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First Peek of the S$45 Million Three-Year Transformation

Press Release, September 2012 – TANGS presents shoppers with a preview of its S$45 million transformation of their Orchard Road flagship store. Along with a new storefront and lobby entrance, seven beauty brands are amongst the first to redefine beauty shopping, presenting themselves in the form of new, shop-in-shop beauty boutiques instead of the traditional beauty counter. The unveiling marks the first milestone of the three-year renovation, with the first phase to be fully completed by Christmas 2012.  

This is in line with the iconic retailer’s vision of a new hybrid shopping concept, which combines the coziness of shopping in department stores and the flagship boutique experience previously only found in shopping malls.
“When we announced the beginning of our three-year transformation earlier this year as part of our 80th anniversary celebrations, we were excited to start a new chapter of our TANGS story. This sneak peek of our renowned TANGS Beauty heralds the introduction of this, and we couldn’t be more pleased with the results and support that has been given by our customers and partnering brands,”  --- Mr Foo Tiang Sooi, CEO of TANGS. 
Seeking to provide beauty shoppers with a comprehensive range of beauty services and an immersive brand experience, TANGS invited the best-of-category beauty brands to set up flagship boutiques at TANGS Beauty, offering an array of services, which include expert consultations, skin testing, makeover services and the convenience of instant cashiering.

Lancôme welcomes guests into a universe with made-to-measure experiences comprising the three areas in which Lancôme has always excelled – makeup, fragrance and skincare. The different spaces share the theme of light and a sense of free movement, invitation and intimacy, enveloped by the rose, the sovereign flower and symbol of Lancôme, and the brand’s French heritage and artistry.

The makeup area presents a full expression of colour, equipped with a private corner for exclusive moments with Lancôme Makeup Experts. The fragrance area showcases iconic silhouettes of haute perfumery from both yesteryear and today. The skincare space, infinitely vibrant with light from walls dressed in crystalline materials, features a Skincare Bar and an ultra-luxurious Absolue Corner. Here, women can enjoy a luxurious and sensorial experience with the beautiful textures of Absolue, coupled with a relaxing hand massage.

The design concept is a collaboration between Lancôme and Peter Marino, one of the most celebrated architects and designers of his time. The designer of more temples to luxury than any other architect, his work on materials, textures, light and a constant dialogue between the inside and outside worlds has fundamentally redefined aesthetics across the globe.


A first-of-its-kind in the world for Clarins, this shop-in-shop beauty boutique is designed to provide a complete, service-oriented approach, creating an environment where customers can shop uninhibited, experimenting with products either on their own or with the help of a beauty specialist.

An LCD wall-display creates light and movement at the entrance of the boutique, which is divided into several consultation zones – a specific skincare tester bar for key face and bodycare products, a VIP consultation area situated in a cosy corner for comfortable group consultations, a private zone for Clarins Skin Time (a full 30-minute consultation that allows for a more in-depth session), and the most eye-catching of them all, the Clarins Tree. Each leaf is made from a different textured-material and fitted with special lighting for a soft glow, branching out from a main pillar where products are displayed in open shelves. Shoppers can easily pick up products displayed on walls, and open approach with free access to touch, open, feel and smell products.

Clinique pioneers a new sensorial beauty experience, tapping into innovative ways to drive customer service. By using technology, Clinique has reinvented a way to shop beauty products, improving functionality and facilitating as-you-like-it service innovation.

A new Experience Bar features visually impactful displays and vibrant colours to attract customers. More importantly, the new concept boutique aims to enhance the educational experience and interactivity by adopting an iPad with software exclusive to Clinique, allowing shoppers to identify their skin care concerns and receive personalized skincare recommendations using a 90-second computer-guided skin care analysis. This state-of-the-art diagnostic tool allows for 52 million possible pathways in determining skin conditions, and processes numerous product combinations to precisely address each shopper’s personal skincare needs. The technologically-forward bar will feature 3 iPad stations where customers can fully explore at leisure.


Taking its cues from Biotherm’s Beauty from the Deep, the Biotherm flagship boutique at TANGS invites you to dive into an aquatic skincare universe. The visual design tells the unique story at the heart of Biotherm’s new universe; the use of aquatic ingredients from the world’s living waters to create efficient, pleasurable skin care products to meet the lifestyle needs of today’s men and women. A visually impactful voyage through the multiple facets of an inviting and peaceful underwater environment where people can explore, learn and test Biotherm’s most recent innovations.

Splashed in contrasting blues and whites, the dark blue units at floor level become lighter as it goes up, creating the effect of water heading to the surface. The boutique features metallic-panelled silver ceilings to complement the giant bubble installations and counters, mirroring sunshine glinting on the ocean. Even the counters and furniture designs carry distinct curves, as if smoothed by waves.

Biotherm Homme adapts different hues of dark silvers and granite greys as the colour of their units, allowing for a smooth aesthetic transition between the men’s and women’s products.

Korea’s number one beauty brand, Sulwhasoo, arrives in Singapore exclusively through TANGS, having recognised the retail icon as a credible platform for the best beauty brands. TANGS Beauty will be the first store to host Sulwhasoo’s new look, mixing elegance, tradition and modernity for their next-generation boutiques.

The base of the concept boutique mimics Jeju stone, while the ceiling represents snowflakes gently falling, inviting the fresh bloom of the snowflower. The elegant flower motifs of the Prunus Mume, known for its beauty and elegance in the Korean culture, are a particular signature of Sulwhasoo. The design of the boutique is free-flowing and uninhibited, so as to be accessible ro anyone who wishes to browse or receive a full consultation.

shu uemura
With a completely new colour bay and colour wall, the new shu uemura boutique creates excitement in associating with the brand’s key strengths – their wide makeup offering and large colour spectrum. Going beyond that, the shu uemura boutique is also set to provide beauty shoppers in TANGS with their world-renowned services.

Featuring the first Tokyo Brow Station in Singapore, shoppers get a complete brow makeover. shu uemura specialists will help find the perfect brow design in the right shape and matching colours, suiting different faces perfectly in according to the brand’s golden rule of eyebrow styling.

Personalized eyelash services will also be offered at this boutique, providing shoppers with a wide array of options to fully customise the famous false eyelashes with personal designs, and accentuate them with accessories such as pearls and Swarovski crystals.


Inspired by powerful skin miracles rooted in crystal clarity, SK-II’s boutique at TANGS Beauty is framed by a first-ever 3-D crystal ceiling from SK-II that plays with natural light to express the miracle of Pitera™ on skin, bringing to life the key dimensions of radiance, translucence, youthfulness and luminous glow.

SK-II’s new counter also revolves around a unique “shopper-centric design” approach with a dedicated new trial fixture, Crystal Play Space – the first-ever 3,600mm play space ever introduced at a prestige beauty counter from SK-II, for shoppers to come up and close with SK-II’s newest innovations. A key highlight is its shingle tester bar whose design won a silver award at the 2010 POPAI (Point of Purchase Advertising International) awards in Paris, the Oscar awards for design work in the skincare bar and shelf category. 

Check out  TANGS Website www.tangs.com.sg, or join them on Facebook at www.facebook.com/TANGS.SG and follow them on Twitter @TANGS!

Christina aka Huney


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