Chanel opens pop up for beauty fans in Singapore

ST VIDEO: KEVIN LIM
Reporter Melissa Heng having her lips done at Chanel's cafe-themed beauty pop-up, Coco Cafe, at Dhoby Ghaut Green.
Reporter Melissa Heng having her lips done at Chanel's cafe-themed beauty pop-up, Coco Cafe, at Dhoby Ghaut Green.ST PHOTO: KEVIN LIM
Dark chocolate and cherry dessert at Chanel's beauty pop-up cafe where customers can experience Chanel beauty products for free.
Dark chocolate and cherry dessert at Chanel's beauty pop-up cafe where customers can experience Chanel beauty products for free.ST PHOTO: KEVIN LIM
Chanel's Coco Cafe is a fun pop-up space for customers to experience Chanel beauty products - from skincare to make-up to fragrance.
Chanel's Coco Cafe is a fun pop-up space for customers to experience Chanel beauty products - from skincare to make-up to fragrance. ST PHOTO: KEVIN LIM

SINGAPORE - An upcoming beauty pop-up concept by French fashion house Chanel will be giving out freebies such as makeovers, manicures, bubble tea and hand massages.

The high fashion brand hopes to draw in and connect with millennials and beauty junkies with Coco Cafe, a nine-day long cafe themed beauty pop-up that opens on Saturday (April 8).

Speaking to The Straits Times last week, managing director of Chanel Singapore Stephanie Nussmann says the pop-up concept offers what e-commerce cannot.

"What we want to give here is the human touch. I think people are looking for an experience that goes beyond the financial transaction," she says.

This is the second time the French label has had a pop-up concept in Singapore.

Last year, it launched a fashion pop-up space at multi-label concept store Pedder on Scotts at Scotts Square.

The label used the airport themed pop-up to launch its new travel-themed spring/summer 2016 collection. The temporary fashion pop-up received good reviews from the media and Chanel fans.

Ms Nussmann says that the label intends to continue to have such concepts to keep surprising customers.

"We want to offer them a unique and playful experience. It is not just about the products but also about the relationship that the label has with the shoppers."

Coco Cafe, which measures 161 sq m, will feature make-up, skincare and fragrances from Chanel. These include the brand's latest lipgloss collection Rouge Coco Gloss and its Hydra Beauty skincare line.

The cafe themed experience will also offer free hand massages, quick manicures, makeovers and make-up tips from beauty advisors.

One such highlight is a 15-minute session with a beauty advisor in which customers will be taught different ways to change their make-up looks depending on the lip colour they choose. These services are subject to availability.

The pop-up will also have a complimentary drink menu which includes coffee, bubble tea and juice. These will be free while stocks last for patrons who register at chanelbeautysg.com/events/cococafe.

Customers who make a purchase at the pop-up will also be able to select a free cake or tart - specially made for the beauty pop-up - to be enjoyed at Coco Cafe or taken away.

Limited seating will be available and desserts will be given out while stocks last.

On the appeal of the pop-up, Ms Nussmann says: "We are in a very digitised world. Everything is fast and available online. That is good but what we wanted to offer here is a back to basics. A relaxing moment at the pop-up where you can take the time to have a conversation with a beauty advisor and have a drink with friends."

Retail assistant and make-up junkie Siti Nadirah, 21, says she wants to visit the beauty pop-up.

"It is a different setting from the usual make-up counter and a fun space for beauty lovers to try out the different products."

Coco Cafe

WHERE: Visual Arts Centre, 10 Penang Road.

WHEN: April 8 to April 16

OPEN: 11am to 8pm daily

Admission: Free

Info: Tel: 85222278 or chanelbeautysg.com/events/cococafe