Hong Kong's sophisticated consumers are growing increasingly aware of their unique health and beauty needs. In keeping with its commitment to total customer satisfaction, Watsons, Asia's leading health and beauty retailer, is proud to introduce its new sub-brand pure beauty to Hong Kong consumers. pure beauty is Asia's first 'Masstige' (Entry Prestige) cosmetic outlet offering a sophisticated shopping environment and product range at an affordable price.
What is pure beauty?
With an investment of over HK$6 million pure beauty is Watsons' first-in-Asia 'Masstige' cosmetic outlet. pure beauty is committed to providing a holistic and prestigious beauty shopping experience at an affordable price.
Much more than just a cosmetics outlet, pure beauty offers customers a comprehensive health and beauty solution from head to toe and from the inside out. From the moment a customer enters pure beauty, they can find everything they need for beauty and personal care with products covering fragrance, cosmetics, skincare, health supplements, skin nutrition, professional hair care and even pharmacy services, enhanced by personalized service from certified beauty and health advisors.
Why pure beauty?
As the number one health and beauty retailer in Asia, Watsons has long been committed to satisfying the health and skincare needs of its customers. After extensive market research on consumer expectations and behaviour, Watsons has responded to the evolving demands of customers with the launch of pure beauty.
"Since the launch of New Watsons in July 2005, Watsons has introduced a variety of 'Masstige' skincare and cosmetic brands to Hong Kong consumers. These brands have been well received," said Ms Maria Norrman, Merchandise Director of Watsons Your Personal Store. As the performance of masstige brands is above average for the beauty & cosmetic sector, pure beauty expects the contribution to overall sales across product categories will be more than 60% in skincare and cosmetics and 10% from fragrance, whilst strong growth in sales is also expected to be generated from our pure health offer.
"Our 'Masstige' segment has recorded a much higher growth rate than our mass and prestige cosmetics segments. Mass prestige skincare and cosmetic brand users shop from time to time, with an average spend of up to $1,500 per purchase. They are also more prone to try new products. With our customers' established trust in our product quality, we saw a great opportunity to enter this market. We expect the average spend of each customer at pure beauty will be twice that of the average spend at Watsons," added Norrman.
What does pure beauty offer?
Product exclusivity and variety
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pure beauty carries over 4,000 products from across 530 brands, including over 2000 beauty products from around the world. Over 500 products from nearly 100 brands are exclusive to pure beauty. pure beauty's unique skin care offer is targeted towards three of the fastest growing market trends: Organic skin care, dermalogical skin care and men's skincare
Friendly, consumer-focused environment
pure beauty offers a cozy shopping environment with enhanced zoning for easy navigation of the vast product offer, ample testing opportunities for leisurely and independent shopping and unrivalled access to a wide variety of health and beauty information from professional consultants.The store layout includes four specialised zones: Make Over, Professional Hair Care, Beauty Supplement and Skincare, each providing a vast selection of products to suit every beauty need.
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The Make Over zone offers a variety of mass prestige cosmetic products, from colourings to fragrances and nail and beauty implements. Customers can hang out at the colour playstation and experience new and trendy make up products across brands and enjoy free make up and nail implement service and everything they need to look good, feel great and have fun.
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The Professional Hair Care zone offers a range of internationally renowned professional, designer and medicated hair care products with professional beauty advisors on hand to provide tailored advice.
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The Beauty Supplement zone features an in-store pharmacy and health and beauty supplement section offering a variety of skin nutrients, meal replacement, vitamins, detoxification and slimming solutions. Prescription drugs are also available from the pharmacy to help customers maintain health and beauty from the inside out.
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The Skincare zone consists of three different sections including the latest trends in Men's skincare, Dermalogical skincare and Organic skincare. Amongst the over 530 brands and 4,000 SKUs offered, over 500 products are exclusively available at pure beauty.
Personalised and professional service
pure beauty is distinguished by the personalised services provided by its independent in-store beauty advisors to ensure every customer receives the most professional product advice targeted specifically to their needs. Services offered include make up service by professional make up artists, nail care from nail care artists, nutrition and dietary advice from certified professionals and expert health advice from registered pharmacists.All beauty consultants at pure beauty are certified by Frederique Academy with in store exercises and formal exams. These beauty advisors will help customers navigate the different product offers and select the products perfectly suited for their individual needs.
Exciting promotions at pure beauty
To celebrate its opening, pure beauty is launching an exceptional shopping promotion. Customers who purchase from HK$600 to HK$799 can select a product of their choice (worth up to HK$120) from designated counters for free. Counters participating in the redemption offer include Body Collection, Giovanni, Korres and Roger & Gallet. For purchases of HK$800 or more, customers are entitled to select a product worth up to HK$160 from the Ole Henriksen, Ozon, Nuxe and Korres counters. Starting from this Friday, pure beauty is also launching a new scratch card promotion. Customers making any purchase are entitled to a chance to win discounts of up to 20% on their next purchase.On top of the exciting gift with purchase and discount offer, starting from today, customers can also enjoy free make up service by celebrity make up artist Mr. Yuji Tong (every Friday to Sunday from 2pm – 8pm), free face mapping service by Dermalogica and free nail implement service.
Where to find pure beauty
Located at Times Square in Causeway Bay, Asia's first pure beauty boutique is now open to provide Hong Kong consumers with a holistic beauty experience. For enquiries, please contact pure beauty at 2506-1521 or on the customer hotline at 2606 8383.About pure beauty
pure beauty, a sub-brand of Asia's leading health & beauty retailer Watsons, is Hong Kong's first ever "Masstige" health & beauty store. Continuing Watsons' commitment to total customer satisfaction, pure beauty offers the ultimate holistic experience for health & beauty shoppers and consumers with four specialty zoned retail areas across its 3,000 sq ft. flagship store in Times Square, Causeway Bay. Independent beauty advisors and in-store pharmacists are on hand to assist customers in finding the perfect solution for their every health and beauty need from more than 4,000 SKUs across 530 brands and 2,000 beauty products from around the world.
