Philips and L’Oréal Paris Men Expert have joined forces to launch a pop-up barber shop at Singapore Changi Airport.
The Male Grooming Club initiative, in partnership with Changi Airport Group, The Shilla Duty Free and Sprint-Cass, is said to be the first-of-its-kind in an airport. The barber shop, open from 13 December to 24 January, offers male passengers in Terminal 3 a range of grooming services, products and promotions.
Professional barbers use Philips’ range of premium shavers for a complimentary hot towel shave alongside head and face massages, finishing with the L’Oréal Paris Men Expert range to pamper skin. Individual consultations with a grooming adviser are also available to select the best shaver and skincare products suited to customers’ needs.
The Male Grooming Club showcases Philips’ most advanced shavers featuring proprietary ContourDetect technology designed to maximise comfort and minimise cuts and irritation. Other male grooming tools available at the pop-up store include Philips hair clippers, beard trimmers and body groomers.
Men in focus
While more than 50% of travellers are male, they represent less than 10% of the total spend in airport cosmetic stores. Changi Airport said there is a huge opportunity in the travel retail space to target men specifically when it comes to their grooming needs.
The pop-up offers exclusive promotions such as S$50 (US$35) off selected Philips Shavers with any purchase of a L’Oréal Paris Men Expert gift set. Complimentary gifting services are also available along with a limited-edition gift bag with any purchase of a Philips male grooming tool or L’Oréal Paris Men Expert travel retail exclusive sets.
Philips and L’Oréal Paris Men Expert product ranges are available at Sprint-Cass and The Shilla Duty Free. Complimentary male grooming services are available from 6am to 10am and 7pm to 11pm daily; while the Male Grooming Club will operate from 6am to 1am daily.