SINGAPORE. Amala, the new natural skincare brand by Escale, held its world premier launch event at Villa Halia at the Singapore Botanic Gardens earlier this month, following its debut showing at the TFWA Asia Pacific exhibition.

Described as “the latest skincare brand with a pure conscience”, the German brand is now exclusively available at Nuance-Watson Singapore’s Perfumes & Cosmetics stores at Singapore Changi Airport. Outside Changi Airport, Amala is currently available only at selected spas in the US.

(Left) Villa Halia at the Singapore Botanic Gardens provides a relaxing backdrop for the Amala launch event;
(Right) The Moodie Report marks a valuable lesson in eco-responsibility with the key forces behind Amala. From left to right: The Moodie Report Asia Assistant Editor Yvonne Chia, Nuance-Watson (Singapore) Category Manager Chillie Por, Escale Travel Retail President Caroline Cheung, and The Moodie Report Asia Bureau Chief Melody Ng

“We are very honoured to be here at the world premier in Singapore, the first retail operation for Amala,” said Escale Travel Retail President Caroline Cheung in her opening speech. “We wish to thank you all for joining us as we strive to nurture and beautify our world and the people who live in it.

“We also wish to express our deep appreciation for Nuance-Watson Singapore for their support and their vision in pioneering this beauty concept with a conscience,” she added.

“We are extremely pleased to be the first in the world to present Amala at the retail level,” said Nuance-Watson Singapore Category Manager Chillie Por. “This is clearly evident of the brand’s trust in the Nuance-Watson Singapore team and in our ability to translate Amala’s mission to the rest.”

The launch event was attended by media guests, who were offered a first-hand trial of the new collection with the help of Amala’s professional therapists.

Guests were offered a first hand trial of Amala’s new collection with the help of Amala’s professional therapists

Positioned to take advantage of the growing consumer demand for organic cosmetics, Amala (which means ‘most pure’ in Sanskrit), is formulated with 100% whole plant ingredients, and contains zero preservatives, petrochemicals, parabens or genetically modified agents.

As reported, the new line – which focuses on four lines for the face and body – has Ecocert organic certification. Ecocert is the world’s most recognised and respected organic certification organisation.

Founded by eco-environmentalist Ute Leube, Amala aims to champion responsible skincare. The brand maintains it has gone to great lengths to ensure superior ingredients, fair wage practices for its farm partners, authentic production, honest claims and genuine product performance – all in the interest of transparency, accountability and environmental sustainability.

(Left) “We believe in holistic philanthropy,” declares Escale Travel Retail President Caroline Cheung in her opening presentation; (Right) Escale Travel Retail Director Cherrie Wong (left) introduces guests to Amala’s different product lines

Escale Travel Retail Director Cherrie Wong told The Moodie Report: “Amala’s philosophy extends beyond the product. It is also about being responsible to our partners, and being responsible towards the environment.”

And it seems the travel retail industry is fast catching on to this new concept of eco-responsibility. Commenting on the overwhelming response to Amala at the TFWA Asia Pacific show, Ms Wong enthused: “Everyday, from the start of the morning till the end of the show, we didn’t have time to even have a drink of water.

“Everybody is now not just looking for a good product. It’s not enough to just have a special product; the product has to have a purpose. And that is what we’re all about. We don’t just take from society, we have to give back,” she added.

The brand’s concept of eco-responsibility is carried over to the product packaging and the new Amala building, revealed Ms Cheung in her presentation. The sustainable outer product packaging is made of post-consumer fibre, and uses cork in support of the flailing cork industry. Printing is done with vegetable ink on reusable cylindrical boxes.

In a similar eco-friendly vein, the new building is equipped with solar panels, and uses rainwater and passive lighting akin to that used in Changi Airport Terminal 3.

The Amala collection focuses on four lines for the face and body, each one formulated with powerful plant ingredients used by traditional communities to hydrate, rejuvenate, purify and detoxify the face and body

Following its Singapore launch, Amala is planning to roll out in airports and airlines across Asia, including Hong Kong, Japan, Korea, Taiwan and China (Shanghai and Beijing), Ms Cheung told The Moodie Report.

According to Ms Por, the mainland Chinese consumers have been the biggest buyers of Amala since its launch in April at Nuance-Watson’s Changi Airport stores – a trend that Ms Cheung is “very excited” about.

“The Chinese consumers are usually quite conservative; they will only buy products from established brands they have heard of,” she explained. “For them to buy Amala based on its concept and its all-natural ingredients is really very exciting news for us.”

Amala retails in Nuance-Watson (Singapore) from S$22 for the body cleanser to S$274 for the Rejuvenate treatment oil.

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Escale unveils new organic brand Amala – 06/05/08