Spa cabins and digital touchpoints promise an immersive shopping experience

Upset by recent department store closures? Don't be, because BHG Singapore has just undergone a major revamp, and you can now visit the refreshed outlet at Bugis Junction.

The beauty department, also known as BHG’s flagship Beauty Hall, now offers shoppers a more varied, broader and nuanced set of experiences, having taken into account the ever-changing trends and shared real time of social media.
 


 

For starters, the Beauty Hall has nearly doubled the number of labels residing within, bearing a whopping 94 brands instead of the former 48. Not only do iconic brands like Estee Lauder and Shiseido boast sparkling new counters that encourage exploration and personalised consultations, the newly introduced beauty categories showcase a curated collection of international beauty companies and nature-inspired labels at affordable pricing. At the Beauty Library, check out 20 nature-inspired lines including 14 BHG-exclusive brands such as Aloe Unique, Dr Seed, Bevy C and Haru Haru.
 


 

Then, get excited at the grand Gucci Beauty counter, the first-ever island counter in Southeast Asia that carries the Italian fashion house’s full range of makeup and fragrances. Right beside Gucci Beauty is Burberry Beauty, the British luxury maison’s new beauty counter that has been designed in the house's signature beige tones.
 


 

But that’s not all. For the very first time, BHG Bugis Beauty Hall will be offering experiential spa cabins and dedicated consultation areas. Shoppers can check out Clarins that provides an Open Spa Treatment Service, as well as SkinCeuticals that has launched an exclusive Gold Standard Treatment with the use of the Pure Oxygen Infusion Machine. The latter also offers an interactive experience, thanks to the help of its new AI-powered robot assistant that assists shoppers with product queries and any ongoing promotions. The SkinCeuticals counter will also feature an all-new first-ever Holographic 3D showcase that adds to the immersive experience.
 

Furthermore, popular beauty brand NARS offers an interactive, virtual try-on tool at its counter. Equipped with virtual testers for NARS’ full range of products, it will guide patrons in picking the best shades available. The YouCam app ensures that shoppers are making the right purchases in this new normal.

Finally, once guests are ready to make their purchases, they can forget the cashier and skip the queue altogether. Instead, simply approach a BHG assistant, and shoppers can easily check out with mobile point-of-sale terminals that guarantee a seamless and safe retail experience.


BHG Bugis Beauty Hall is located at #01-100, #02-17 and #03-11 200 Victoria St.