Cosmetics outlet Escentials in Orchard Rd’s Paragon mall has re-opened after a major revamp during which it was closed for 11 days.
Originally opened back in 2010, the store was modelled after a Parisian apartment. Its new look features wood and steel with fresh plants and includes a Vanity Zone and Fragrance Library. Also new are mini-shops-in-shop for fragrance brands Diptyque, Le Labo and Maison Francis Kurkdjian, as well as the new Byredo brand, according to Buro247.
“It’s a whole revamp,” says Escentials head and brand/business manager Michelle Liu.
While the floor area has increased by less than 10 per cent to 214 sqm, thanks to the shop’s office being moved out from the back of the store, the redesign has made it more spacious.
“With warmer colours in the store interior, and new cult and creative brands added to our portfolio, we hope to reach out to a wider audience.”
New brands include Verso skincare and Dear Rose fragrances, created by a perfumer who creates scents for her musician daughter Rose. There are also fun brands like Australian Damselfly candles.
The revamp is part of Escentials’ continual effort to elevate the brand experience, and it is looking at further training for its beauty advisors and putting them into their specialities, such as fragrances, makeup or skincare, reports Today.