European luxury perfume and cosmetics chain Marionnaud opened its Asian flagship store at the mall’s second floor with 5,700 beauty products, including 17 exclusive brands. The store also has a spa that offers massages, hand and foot treatments as well as hair and makeup services.

Marionnaud first opened in the Paris suburb Clamart in 1972. The brand now has 1,200 stores, most of them in Europe, that reaches nine million customers.

“Marionnaud’s opening in Manila is a strategic move to introduce the brand in Asia, says company spokesman Maria Norrman.

Norrman said Marionnaud chose the Philippines because of Filipino women’s love for fragrance—a trait that makes us unique in Asia.

“This preference for using fragrance mirrors the European market, says Norrman. “The luxury fragrance market here is untapped.

The store was designed according to Asian women’s preferences, as per research conducted by the company.

According to Norrman, Asian women want a store that evokes a warm feeling, meaning the lights should be bright but not glaring. They also want more choices, many testers and open access to products without intimidating salespeople looking over their shoulders.

Thus, Marionnaud at SM Mall of Asia is like a paradise for women, who will feel like children let loose in a candy store. The perfume testers are very accessible and there is even a Fragrance Bar where customers can play around with scents. The bar even has a computer with a complete index of available brands. The perfume bottles are arranged at the bar so customers can get to them easily.

The makeup and other products are arranged by brands. The products are not behind glass cabinets but arranged on open shelves and tables for women to try and enjoy.

Aside from familiar names like MAC, Lancome, Clinique, Origins, Estee Lauder and many others, Marionnaud also carries 17 exclusive brands from different countries, including Allison (Denmark), Becca (Australian), Black-UP (France), Botlux, Christian Bretyon (France), Christina Fitzgerald (Australia), Dessange (France), Herbline Essentials (the Himalayas), Ingrid Millet, La Colline (Switzerland), Lise Watier, Mister Mascara, Molton Brown (UK), Opalis, Paul Niehans, Qiriness, and Spa by Valmont.

Marionnaud was acquired last year by AS Watson Group, the retail division of Hong Kong-based conglomerate Hutchison Whampoa Ltd. The company sees the potential in Asia’s growing perfume and cosmetics sector.

“We are excited to bring Marionnaud to Asia as part of the company’s strategy to maintain our global leadership in health and beauty. Asia’s beauty market is one of the fastest-growing in the world and we see this as a logical move,says Ian Wade, AS Watson group managing director.

He adds: “This opening represents the brand’s first appearance beyond Europe and paves the road for future expansion in the region.

To complete the one-stop beauty experience, Marionnaud also has a Juice Bar that serves tired shoppers food and beverage.

The spa offers skin care treatments, messages, manicures and pedicures and other services.

Norrman says going to Marionnaud is a complete beauty experience, a concept that Filipinos are looking for.

“Filipinos are known to be discerning customers and what Marionnaud offers is a total and rejuvenating beauty experience, she says.