Nuance Watson (Hong Kong) Revamps Major Perfume & Cosmetics Store


Nuance-Watson (HK) has completed the revamp of the atrium at the heart of its Temptation Duty Free Perfumes & Cosmetics mega store in the East Hall of Hong Kong International Airport. The revamp has resulted in better visibility and improved orientation.

Four top-selling cosmetic brands - Chanel, Dior, Estée Lauder and Lancôme - located at the centre of the store benefited from a space extension resulting in a stronger visibility, a prominent presentation and the installation of the brands' latest image counters.

A centric configuration was designed to embrace the brands and to encourage customer movement around the zone. The revamp has further improved the orientation and the brands' visibility. As customers come through into the atrium, they will find themselves in a space of its own, vibrant, attractive, personalized and immediately serviced on one side by the customer service desk and cash registers.

The brands are now flagging their latest look, each of them framed by light pine wood finishing to allow for distinctiveness. The layout reflects the original store configuration but the extension on the bays allows for a tight embrace at the ends, further reinforcing the "hug-me" feeling.

All shelves have built-in lighting to ensure the colour lines and skincare products are presented at their best. The interest generated by the flow of products and visuals encourage customers to browse through the broad selection and indulge. With self-service trays and interactive stations, customers are naturally invited to engage themselves to try the products.

The fixtures have built-in storage space to warrant products are readily available when requested. The display units allow great flexibility for different promotional setups to appeal to customers. Responding to the tremendous growth of visitors from mainland China, simplified Chinese has been added into the tickets.

All these details reinforce and reflect the operator's and the brands' focus on customer needs. The revamp has given customers a broader perception of the brands' offers at the store and presents a fresh, dynamic and innovative shopping atmosphere. It has already proved to work well to drive sales in the cosmetic category in the first quarter of 2006.

Through close collaboration with the brands, Nuance-Watson will continue to bring a world-class airport environment and experience for discerning travellers.

The Nuance Group is a CAPA Member. For more information on the Centre for Asia Pacific Aviation's membership service, please click the icon below.


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