Shop till you drop: Beauty emporium draws on a supermarket

Singapore – A space devoted to beauty has borrowed its cues from a supermarket.

The Beauty Emporium is set in a 17,000 square feet location inside a former military barracks in Dempsey Hill.

Trolleys are lined up next to timber boxes, and instead of the normal stock of milk, bread or fruit, shelves are stacked with moisturisers, facial creams and shampoos. Clients can order custom-blended products from a selection of 43 essential oils, or get pampered in one of the treatment rooms.

‘We combined the supermarket with the personality of a cult grocer,’ says founder Cynthia Chua.

As explored in our Beyond Retail trend report, brands are increasingly seeking ways to give consumers a personalised experience.