RETAIL SPACE
Sephora brings beauty
playhouse to life
BEAUTY store chain Sephora last month
presented a free large-scale experiential
event, Sephora Playhouse, that showcased
several popular beauty brands.
The first-ever 10-day event in
Singapore featured immersive and
interactive beauty spaces, beauty
workshops, meet-and-greets, product
launches and other programmes
exclusively for the store’s Sephora
Beauty Pass members. Visitors could
also purchase limited-edition Playhouse
merchandise at the cashless event.
Located at Ngee Ann City Civic
Plaza, the Sephora Playhouse had
individually-themed and larger-than-
life rooms that were custom-built and
inspired by the beauty brands available
at the store. Each room displayed
a distinct aesthetic theme relating
creatively to beauty and delivering photo
opportunities, as well as physical fun
interactions.
For example, the Sephora Collection
space contained a life-sized lip tube while
the room for Tarte Cosmetics serves up
an optical illusion of being under the
sea, replete with marine algae and flower
extracts. Meanwhile, Urban Decay’s
bouncy palette room housed coloured
squares that were trampolines, and Too
Faced’s signature scent was released at the
push of a peach in the brand’s area.
Sephora also took the experience
to social media by offering Playhouse
curated gifts for the 10 most creative
photo submissions on Instagram with the
hashtag #SEPHORAPlayhouse. ra Sephora Collection space contained a life-
sized lip tube.
The Sephora Playhouse exterior, located at
Ngee Ann City Civic Plaza. Tarte Cosmetics serves up an optical illusion
of being under the sea, replete with marine
algae and flower extracts.
Urban Decay’s bouncy palette room houses
coloured squares that were trampolines. Too Faced’s signature scent is released at
the push of a peach in the brand’s area.
llaollao returns to Singapore after leaving in December
SPANISH frozen yoghurt franchise brand
llaollao opened its stores at Singapore’s
llaollao’s strategy of specialisation and
values drove its success in Singapore and
surrounding countries, the brand said.
28
Retail Asia August 2018
Changi Airport and Tampines 1 recently,
marking its return to Singapore after
closing all its outlets in the republic late
last year.
The comeback to Singapore is driven
by consumers’ strong demand for llaollao,
the brand said, and Manna is the appointed
operator and sub-franchisee for llaollao’s
airport store.
“This partnership is the result of
several months of work looking for the
best partner to relaunch our product in the
country. This is in response to the myriad
of messages and requests we have been
receiving from Singapore consumers,” said
Pedro Espinosa, founder of llaollao. He
added that Singapore is a very important
market for llaollao.
“We know that Singaporeans love their
llaollao and have been clamouring for its
return. The opening of Terminal 2 (T2)
airport store is just the start of llaollao
Singapore’s plans for the beloved brand.
We are confident llaollao will be the market
leader in Singapore for frozen yoghurt
again and we are glad to be opening their
first outlet in T2,” said Kevin Khoo,
general manager of Manna.
llaollao Singapore said it is planning to
launch more outlets across the island in the
upcoming months.
With the return to this market, llaollao
is currently present in nine countries in
Asia (Singapore, Malaysia, Saudi Arabia,
the Philippines, Indonesia, Cambodia,
South Korea, Turkey and Vietnam). The
company is gearing up to open its first
outlet in Myanmar. ra