If you’ve passed by a Guardian outlet recently, you may have noticed a few changes at the store.
The most prominent aspect is the new layout, which incorporates sleek and brightly lit Beauty Bars at the front as well as three special skincare segments on another side.
The upgraded look stems from a “make-me-up, shop-in-shop” concept and aims to offer customers an enhanced shopping experience according to their needs.
Members of the media were invited to experience the leading pharmacy, health and beauty retail chain’s fourth and latest concept store at Guardian Sunway Pyramid in Subang Jaya recently.
“Our Beauty Bars are stocked with the latest products for eyes, lips and face. Customers can try out the sample products and then just pull out the shelves behind to get a new one when they are ready to purchase an item,” explained Jessica Barnabas, head of cosmetics, Guardian Health and Beauty, as she took us on a tour.
For a more personalised service, beauty advisors are at hand to offer makeup advice, tips or provide 5-minute “quick fix” services (touch-ups), as well as complete makeovers (with certain purchases).
In addition to existing brands carried by the store, customers can also look forward to 10 new brands that are very popular in Korea, Japan, Indonesia and India. These include Beauty People, Feeblin, Sea N Tree, VT Cosmetics (popular for its CC Cushion foundation) and TOV, all from South Korea and exclusively available at Guardian.
Meanwhile, Japanese makeup brands joining the new line-up are Kiss Me Ferme and LB Cosmetics.
“We want to offer our customers a choice of quality products and what better way than Korean and Japanese skincare and cosmetics products which are more suited for Asian skin,” said Christina Low, marketing director, Guardian Health and Beauty.
Two other newcomers are Elle 18 from India, popular in Middle Eastern countries, and Pixy Cosmetics from Indonesia, known for its two-way cake foundation.
“We want to target and appeal to young consumers, who want more products for lips, eyes and face,” said Barnabas.
Guardian Sunway is also the first store to carry Malaysian label Sugarbelle, founded by boutique owner Belle Yahya.
Moving over to the skincare area, three key sections offer products from established brands all over the world including Australia and France.
“The objective of our new layout is we want to create a one-stop solution for customers with different skin problems like sensitive, oily or dry skin,” said Sheryn Soo, head of skincare.
“That’s why we have segmented our skincare section into derma skincare, sensitive skin, and natural and organic,” she said, adding that other mass brands are also segregated according to different customer groups.
The sensitive skincare ranges offer solutions from head to toe, while derma skincare focuses on products for face.
Full product testers are also available for customers to try out before purchase.