Singapore’s BHG Bugis opens reimagined Beauty Hall

BHG Bugis has launched a Beauty Hall, spanning more than 13,000sqft, featuring 27 beauty brands and 45 fragrance labels, 12 new beauty counters, a ‘Beauty Library’, and five spa concepts.

According to the company, the launch is part three of BHG’s reinvention plan, following the launch of its e-commerce platform, and the introduction of in-house locally designed fashion labels.

The concept space Beauty Library features nature-inspired beauty products, including local skincare brand Rooki and a selection of vegan makeup products from Makeup Store.

The Beauty Hall offers several digital touchpoints, including Lift and Learn digital walls where customers can find information about products. Exclusive gamification and a social wall at HoneyWorld Counter allow customers to collect points they can exchange for HoneyWorld products.

The precinct also houses SkinCeuticals’ largest departmental store counter, where customers are welcomed by an AI Robot Assistant.

The Beauty Hall also features store-in-store cashiers, allowing customers to purchase within the brand area without having to go in search of a traditional cashier counter.

BHG was originally opened as a joint venture between Japan’s Seiyu and Hong Kong’s Wing On in 1995. Seiyu took over Wing On’s share in 1998 and in 2005 the stores were bought out and renamed BHG.