Health and beauty chain Watson's has unveiled a new sub-brand, cosmetic store Pure Beauty, at the city's Times Square shopping mall.
The new 'experience-focused' store was developed in response to research, which indicated that customers want more brands, product sampling, independent advice and a soft and bright shopping environment, according to Maria Norrman, Watson's merchandise director.
Norrman noted that Pure Beauty would offer semi-luxury brands at affordable prices, aimed at customers looking to upgrade from supermarket brands.
The store features 'play areas' where customers can sample products, read about the new brands on offer as they browse the store, and speak to unaffiliated health and beauty experts, who will offer advice across all brands.
A large pharmacy has also been set up on site. In addition, free make-up and nail services will be offered to customers. Norrman said a key point of difference was that the store bridged the health and beauty shopping experience by selling vitamins and supplements alongside cosmetics, fragrances, skincare products and professional hair treatments.
In addition, advice from trained nutritionists and dieticians would be available. "There will be a comfortable, facilitated and very varied customer experience."
The store will stock more than 4,000 products from more than 530 brands. Nearly 100 of these will be exclusively available at Pure Beauty. These include US skincare brand Dermapro, Australian organic skincare product Natural Source and French medicated haircare product Ozon.