ROBINSONS Department Stores are pushing beauty to the front with Standout Beauty: Beauty For All, an inclusive beauty fair that kicked off on Aug. 1 and will run until Sept. 30.
On Sept. 2, Robinsons Ermita had a fair with partner beauty brands such as L’Oreal, LuxAsia, Hebe, P&G, Unilever, Colourette, Ever Bilena, Do Day Dream, RMK, Nivea, JNTL, IN2IT, Dermesse, and Beach Hut. Hair, face, and body were all covered by the event, with items at discounted prices. However, the fair’s discounts will continue until the end of September in all Robinsons Department Store branches and even its online channels on Lazada, Shopee, and GoCart. Some items are offered at a 50% discount.
Anne Jamnague, Marketing Head for Robinsons Department Stores, said that the big fair that ended on Saturday at Robinsons Ermita was their first full-scale affair. “We decided to amp it up on a bigger scale because everyone is going out already,” she said referring to the public no longer feeling restrained from leaving home because of the COVID-19 pandemic. She noted that while they have held beauty fairs annually, they were on a much smaller scale and limited to smaller spaces in the malls.
Beauty isn’t exactly the first thing that comes to mind when one mentions shopping at Robinsons, but Ms. Jamnague talked about the improvements they have made to make beauty more visible for the stores. “Right now, we’re improving the customer experience when it comes to that. All the brand ambassadors are being trained properly on how to make sure that the customers find the products they want,” she said.
Robinsons Department Store is one of the units under the Gokongwei family’s Robinsons Retail Holdings, Inc. (RRHI), itself under JG Summit Holdings, Inc. According to RRHI’s website, brands and stores also under its care include hardware stores TrueValue and Handyman, but also beauty brands like Shiseido and Benefit.
Ms. Jamnague pointed out the improvements at the Ermita branch, which she said are consistent throughout the store’s 51 branches. “We’ve been doing gradual improvements for all,” she said, noting that the touch-ups started even before the pandemic. “We saw the need for us to upgrade.”
The stores have also been bolstering their online presence, as noted in the online platforms in which they are present. She admits that while they have had a running retail website, selections there were limited. “We see that the online consumer behavior is going to be there forever,” she said. The online stores also have exclusive promos that won’t be present in the physical stores. “That’s going to be the model for the online channels,” she said.
As for physical expansions, she said, “Expansion-wise, there would be some that can be expected within the next two years.” — JLG
Robinsons Dept. Stores hold beauty fairs throughout Sept.
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