The Swedish retail giant is bringing its beauty range to Singapore one year after taking a major step towards expanding beyond fashion into the beauty sector.
Since the beauty concept’s launch in September 2015, it has been seen in more than 40 countries and over 900 stores in territories including the US, the UK, Sweden, France, Germany and Denmark.
Beauty Range
H&M’s full beauty range, which consists of more than 700 products, will be available at Singapore’s flagship store on Orchard Road on September 10th, with products being introduced at the Raffles Place store shortly after.
With all products costing less than $20 each, a variety of make-up, moisturisers, nail products and beauty tools will be brought to Singapore, along with a range of fragrances, body care, hair care and styling products.
The beauty range will also introduce two subsidiary collections to the Singaporean and Asian markets to complete the collection.
A premium line of body products such as shower oils and body creams will be available, along with Conscious, an organic and eco-friendly selection of skin, body and hair products made from plant-based or natural ingredients,
“Similar to our fashion, we hope the extensive selection of our beauty range will allow fans to have fun exploring and creating any kind of look they want, whether it’s classic natural or a more high fashion aesthetic look,” said Fredrik Famm, Country Manager of H&M Southeast Asia, in a press release.
Popular Products
The Autumn/Winter 2016 season is focusing on promoting its limited-edition Precious Glow collection and the ‘All and Nothing’ trend, which combines metallic lipsticks, foil-effect eyeshadows and barefaced nude cosmetics.
1. Eye Shadows
H&M offers a wide selection of silky eye colours that are available in curated colours and eye-catching effects. All eye shadows, from soft mattes to rich shimmers to bold metallics, are available from £4.99 (€5.97).
2. Lips
The beauty line offers a range of lips cosmetics including Cream Lipsticks, Lip Glosses and Lip Stains. These are priced between £6.99 (€8.36) and £7.99 (€9.56).
3. Nail Polish
H&M’s latest Autumn/Winter collection sees 50 new shades of nail polish added to the already vast and varied collection. The beauty range now offers up to 200 nail polishes from £2.79 (€3.34)- £3.99 (€4.77), with press-on nails priced at £5.99 (€7.16)
4. Body lotions and creams
Organically-certified by Ecocert, H&M’s Conscious range includes body lotions and body. In line with its sustainability efforts, both have recycled packaging. These are priced at £7.99 (€9.55).
5. Multi-use oil
Priced at £7.99 (€9.55), the beauty range includes an all-purpose oil for bath, body and hair. Part of the Conscious range, it contains certified organic jojoba oil, grapeseed oil, rosemary extract and sunflower oil to reflect the moisturising trend.
Key Trends in Singapore
A Euromonitor International Report shows that consumers in Singapore are willing to spend more money on beauty and personal care. A current overlap between mass and premium segments mean that mass brands are upgrading and expanding their product portfolios to create an exclusive image that appeals to large groups of consumers.
International brands, such as H&M, are entering Singapore at a faster rate, due to the rise of internet shopping and beauty specialist stores such as Sephora. As consumers’ attention spans are decreasing, brands are launching extensive ranges to give them more choice.
Competition has grown as brands are concentrating on developing innovative products and a new and comprehensive product experience.
A popular trend continues to be the desire for products containing natural extracts and fewer chemicals. Brands focusing on creating products with natural ingredients is high on the agenda and is reflected in H&M’s Conscious range.