New York City-based Bumble and bumble will be landing exclusively at Perfumes & Cosmetics in Singapore’s Changi Airport come August 2009, unveiling its first major Travel Retail hair care and styling product counter outside the United States.
A celebrity and fashion world's favorite hair care company dedicated to innovation, inspiration and education, Bb. was first created as a New York City hair salon in 1977. The brand is now widely known as the authority in professional hair care and styling products – developed by hairdressers, for hairdressers. The products have a cult following with salon clients, hairdressers backstage at fashion shows, on-set at fashion shoots and in TV, film and theatre.
Recognising the evolution of consumers’ shopping habits, Bb. sees the opportunity to reach the influential global traveler by establishing its presence in Perfumes & Cosmetics. The counter will be a satellite expression of the unique Bumble and bumble culture. All imagery, merchandising and promotional activities will communicate and integrate the values of the Company – a strong salon heritage, a deep dedication to the craft of hairdressing and long-standing ties to the fashion and editorial world.
The counter installation has been designed using elements and materials found at The House of Bumble, the Company’s renowned New York headquarters, which houses an industry-leading salon, Bumble and bumble University (Bb.U) and home offices. Industrial metals, chalkboard finishes, signature hand-drawn elements, unique model imagery, styling howtos and style books will be incorporated into the design scheme.
A new merchandising schematic helps customers make appropriate product choices, as it is divided into the following sections: Cleanse and Condition; Foundations; Styling; Curl Conscious; Something for Everyone (universal products) and Travel Sizes. There will also be Bb. product specialists to help with product selection and styling advice.
Ken Tse, Managing Director of Nuance-Watson (Singapore) says, “This will be Bumble & bumble’s debut into travel retail outside of the United States and we are absolutely thrilled with this new partnership. It reinforces our steadfast mission of continual re-invention as a leading one-stop beauty shop in Asia and certainly adds a sense of rejuvenation to our range, something we all can do with during these down times. We look forward to more exciting times ahead.”
“We’re thrilled to enter the Changi T3 retail environment with such a clear expression of Bumble and bumble culture,” said Bb.President Peter Lichtenthal. “Even though we’re a New York-based company, our appeal is borderless, thanks to our long affiliation with the fashion communities in New York, Paris, London and Milan. By establishing this counter in Changi, we will make our products and styling information available to a new group of fashion-savvy shoppers.”
Bumble and bumble will be on-counter come August 2009 at Perfumes & Cosmetics at Terminal 3.