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BHG Singapore Reinvents Department Store Shopping Experience!

February 16, 2021 6 min read

BHG Singapore Reinvents Department Store Shopping Experience!

BHG Singapore believes retail has evolved from just quick transactions and having products on the shop floor to a more immersive retail experience. With personalised services, retail theatrics via digital touchpoints, and a seamless transition from discovery, exploration, purchase can now be done both offline and online.

This business model transformation was initiated a year ago. It started first with a change in culture, skill sets of the teams, and in technology. The renovation of BHG’s 13,000 square feet Flagship Store at Bugis Junction Level one marks one of the important milestones of this transformation, which BHG expects to keep driving over the next few years.

BHG Has Doubled The Number of Beauty Brands

Today’s beauty shoppers have developed a much more varied, broader, and nuanced set of preferences. Especially with ever-changing trends being set and shared in real-time on social media every day. To meet those needs, BHG’s flagship Beauty Hall at Bugis Junction level 1 has doubled the number of beauty brands – from 48 brands to 94 brands. BHG expanded the beauty categories with a curated collection of international beauty brands and nature-inspired brands at affordable pricing.

Shoppers are in for more delightful surprises as they explore iconic brands such as Estée Lauder and Shiseido at their refreshed counters. The new counter design creates a store-in-store experience that encourages exploration. This also offers a more private and welcoming section for personalised consultation.

Gucci Beauty launches its first-ever “island-counter” in Southeast Asia at BHG Bugis. Available are Gucci Beauty’s full range of makeup and fragrances, inviting you to come to experience the power and liberation of expressing individuality. Check out the exclusive Lipstick Trio Kit when you’re at the counter!

Burberry Beauty, the exclusive beauty counter right here at BHG Bugis is the refreshed concept for Burberry Beauty that had been conceived by Creative Director, Riccardo Tisci. The mind which brought a new vision to the brand with a rich heritage. Dedicating extensive time researching through Burberry’s archive, Riccardo Tisci rediscovered new hues of the house Beige tone, drawing significant focus to “archive beige”, referenced from a 1980s Burberry Knit.

Beauty Library™, an exclusive retail concept curated by BHG is dedicated to nature-inspired beauty labels ranging from skincare, body care, beauty gadgets and socially-conscious tea. At launch, Beauty Library™ houses 20 nature-inspired labels including 14 BHG-exclusive brands.

It also features a “Lift & Learn” interactive digital touchpoint that offers a quick and easy way for shoppers to discover more about the featured products. Simply pick up a product that interests you to find out more about it as well as to make product comparisons! For an easy checkout, simply scan the QR code on the screen to access the e-commerce page!

HoneyWorld®, a wholesome honey wellness concept corner where shoppers are able to purchase superfoods such as manuka honey and honey-infused skincare. Be entertained by HoneyWorld®’s first-ever interactive game which allows you to accumulate “Honey Points” in exchange for exclusive prizes!

Want to own a scent that is uniquely yours? Bringing Maison 21G closer to the shoppers, the brand’s first counter in Singapore’s departmental store has an AI-powered app that guides you in your creation to mix the right ingredients according to your personality, occasion, and taste.

New Spa Experiences

For the first time, BHG Bugis Beauty Hall will be offering experiential Spa Cabins and a dedicated consultation area. Shoppers will be pampered with spa treatments from brands such as Clé de Peau Beauté, SkinCeuticals, Clarins, Sisley, and Decorte.

At Clé de Peau Beauté, indulge in the ultimate luxury spa treatments tailored specifically for your skin concerns. Developed exclusively for Clé de Peau Beauté, melt into deep relaxation with unique massage techniques used during the facial. Finding your eyes tired from all that screen time? With their Total Eye Care facial, pamper yourself with quality products and treatment that will smooth, recounter, brighten and plump the eye area to give you a more youthful and lifted look.

For the first time ever in Singapore, SkinCeuticals launches its exclusive Gold Standard Treatment at the brand’s flagship department store outlet. Integrating the use of the Pure Oxygen Infusion Machine, the brand’s best-selling C E Ferulic serum, and an anti-inflammatory and antioxidant-rich Vitamin C Masque, indulge in a quick 30 minutes facial that will have you walking away with brighter, firmer, and smoother skin, only available at BHG Bugis.

Clarins Open Spa Treatment Service, brand’s first in departmental stores. Clarins, one of the latest additions to BHG’s skincare brands, offers a menu of 8 different 30-min express treatment services to cater to varied skincare needs. All express treatments are priced at $38, inclusive of a 10-minute personalised consultation and 20-minute treatment. Clarins uses over 250 natural plant extracts in its formulas – all carefully selected for their effectiveness and delivered in an optimal formula to reveal the beauty of every woman. The ingredients are sourced with the utmost care for the environment to protect the planet’s biodiversity.

More spa treatments are also available at Sisley and Decorte counters at Level one. As BHG ensures that all safety precautions are abided by, be sure you will leave feeling rejuvenated and worry-free!

Experiential shopping in BHG Singapore does not just stop here. Shoppers can also learn to tame their tresses from the best with quick consultations and styling tips courtesy of Dysonwith their iconic hair care products – Dyson SupersonicTM hairdryer, Dyson AirwrapTM styler, and the new Dyson CorraleTM straightener.

Retail Theatre


Infused with the latest retail technologies, shopping is now an endless interactive experience! From virtual try-on, gamified loyalty, and rewards platforms, to a robo-customer advisor, get ready for unlimited physical shopping fun while getting your beauty fix!

Connect with the brands on a different level! Drop by Skinceuticals counter and say hi to their friendly AI Robot assistant who will assist you with getting to know the brand, their products, as well as any exclusive ongoing promotions. Its counter will also feature an all-new first-ever Holographic 3D showcase for an immersive experience. Be amazed and thrilled by the stunningly realistic visuals right in front of you!

The new addition to the expanded makeup category – NARS, features an interactive virtual try-on tool, powered by YouCam app, the brand’s first in departmental stores. Equipped with virtual testers for NARS’ full range of products to guide you in picking your best shades, rest assured that you will be making the right purchases in this new normal.

Lancôme refreshed its counter with Singapore’s first-round Génifique table starring Lancôme’s number 1 Anti-Ageing serum, Advanced Génifique, right here in BHG Bugis. The counter also amply displays the brand’s quest to be the pioneer and innovator in beauty technology with two unique tools: Skin Screen and Shade Finder. These state of art skin diagnostic services redesigns and customises the beauty experience with the use of advanced algorithms to analyse shoppers’ skin parameters to offer comprehensive and personalised assessment and product recommendation.

Effortless Check-Outs

When you’re ready to make your purchase, forget the cashier and skip the queue! Just approach a BHG friendly shop assistant to ring you up with their mobile point-of-sale terminal! With the leading payment platform Adyen, shopping at a department store is now more seamless and personalised.

Looking to give yourself a big spa treatment before your pay comes in? Fret not, with hoolah, you can shop now and pay later! Enjoy 3 months monthly installments with no interests or additional fees when you shop with BHG, online and in-store!

If you prefer checking out online, feel free to do so on the fresh BHG e-commerce platform, with over 200 brands and 10,000 unique SKUs. Choose to have your item delivered to your doorsteps, or ready to pick up after work with BHG’s new Click and Collect, featuring just a 4 hour lead time!

Join BHG in their move to reduce single-use plastics and BYOB (bring your own bag) when you pop by BHG Bugis and the Beauty Library. You could also purchase a BHG Beauty Library tote bag from the Beauty Library counter.

BHG Rewards


More reasons for you explore and shop in the refreshed BHG Bugis Level one!

From 30 October 2020 – 1 November 2020, shoppers will receive additional Beauty Vouchers worth up to $150 with beauty purchase:

  • $20 beauty voucher with minimum $250 nett spend
  • $50 beauty voucher with minimum $500 nett spend
  • $150 beauty voucher with minimum $1,000 nett spend

Shoppers will be rewarded with more Gift-with-purchase as they shop in BHG Bugis Level one. Receive a complimentary bottle of HoneyWorld® Drink Me honey drink with a minimum purchase of $100. Beauty Bag giveaway will be given out to shoppers with a minimum net purchase of $300.

Pay with hoolah to receive an additional $10 voucher with nett spend a minimum of $150 storewide in BHG Bugis.

Use contactless payment now! With Favepay, shoppers receive additional $10 Fave Credits in their e-wallet when you spend a minimum of $200 storewide in BHG Bugis.

Be a BHG member to be the first shop in the revamped level one and get hold of additional vouchers and credits on 29 October 2020.

In partnership with Bugis Junction and exclusively for CapitaStar Members, from 6 to 8 November 2020, receive an additional $5 eCapitaVoucher with a minimum of $150 nett spend in a single receipt, to redeem. Shoppers will scan the receipt via the CapitaStar app.

Terms & conditions apply. While stocks last.

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