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Nuance-Watson presents luxury perfume brand Rancé
Jan '10
Nuance-Watson (Singapore), operator of the perfume and cosmetics concession at Singapore Changi Airport and no less than 23 beauty stores across four terminals, takes pride in constantly introducing new brands to its portfolio. One particular success story is the rare French luxury perfume brand Rancé, exclusively available from Nuance-Watson (Singapore) both in the entire Singapore market as well as in Asian travel retail. Since its introduction in 2008, the rare brand has met with enthusiastic customer response and performed above all expectations.

Rancé is a luxury French perfume brand with over 200 years of tradition and innovation. The history of Rancé goes back to the beginning of the 1600s when the family perfumed gloves for the French aristocracy in Grasse, France. François Rancé founded his perfume house in 1795, became Napoleon's favourite perfumer and was soon recognized as one of the world's most famous perfumers of his time. Faithful to its founder's principles to constantly come up with creative innovations with focus on continued research, Rancé uses only the highest quality natural ingredients to produce extracts, distilled flower waters, cologne waters, perfumed creams, soaps and aromatherapy products.

Nuance-Watson (Singapore), Asia's leading perfume and cosmetics travel retailer*, first introduced the brand, exclusive both to Asian travel retail as well as to the Singapore market, in September 2008. Since then, the rare brand has shown a highly encouraging sales performance which by far exceeded expectations.

Asked to explain the reason behind this success story, Jorge Rodriguez, Category Manager, Nuance-Watson (Singapore), says: “We are always looking for new brands and concepts to enrich our brand portfolio and to enhance the shopping experience for our customers. This includes leaving the beaten tracks and searching for truly exclusive scents which simply cannot be found just anywhere.”

“Rancé fragrances are sophisticated but not overwhelming, making them particularly attractive for Asian customers,” Rodriguez goes on to add. “The good sales performance attests to the fact that our customers appreciate not only the mainstream fragrance brands but have an eye for niche ones as well. We first introduced Rancé in only in Terminal 2, where it has performed extraordinarily well. We have since expanded its presence to Terminals 1 and 3 as well and look forward to continuing this success story.”

Rancé International Development Director Patrick Pace explains: “More and more costumers are fed up with only being presented the choice of 'me too' perfumes which can be found anywhere at any kind of price. This trend can be witnessed in the domestic market, but also in travel retail. Nuance has been the very first duty free operator to address the issue of developing the concept of rare brands and above all to act accordingly by daring to dedicate space for rare scents with the appropriatesignage for customers and the relevant brand concept training for staff.”

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