Interview with Bernadine Reddy, Co-Founder of the First Ever Singapore Beauty Week

Bernadine and Caryn

Liyana Stuart spoke to serial entrepreneur Bernadine Reddy to learn about how SBW will be catering to beauty newbies and enthusiasts.

 

It all began with a casual conversation over high tea.

Co-founders of Singapore Beauty Week (SBW), Bernadine Reddy and Caryn Tan-Lim were discussing the beauty scene in Singapore when they realised that many women have never tried beauty treatments such as facials, IPL treatments and the like because they cost too much.

That didn’t sit right with them.

So Bernadine and Caryn came up with the idea of SBW – the opportunity for all women to pamper themselves with high-quality yet affordable beauty treats.

SBW is happening for the first time, from November 10 to 19 2016, in Singapore. Organised by Caryn Tan-Lim and Bernadine Reddy with agency Germs Digital, SBW will promote the local beauty industry and its wide array of offerings.

SBW is an original event concept supported by the Singapore Tourism Board (STB) that celebrates fine beauty indulgences at attractive prices.

Bernadine and Caryn are both no strangers to entrepreneurship, and both of them are experienced businesswomen.

No strangers to entrepreneurship

Bernadine and Caryn are both no strangers to entrepreneurship, and both of them are experienced businesswomen.

Bernadine has 17 years of sales and advertising experience across multiple lifestyle verticals in Singapore and Australia.

She founded Happy Bold Italic, a media representation firm for online sites as well as influencers. Bernadine brings her digital marketing savvy and support from some of the most influential online portals in the region to Singapore Beauty Week.

Caryn Tan-Lim is a Singapore-based beauty entrepreneur who has founded beauty businesses that have been featured extensively in the media.

These include the award-winning Hands + Feet Studio (Spa) and Asia’s first 8-free nail lacquer label COAT. Within a short span of four years, she has earned the reputation in the media as a “Rising Entrepreneur” and “New Guard”.

Both Bernadine and Caryn’s experience have come in handy, in putting together SBW.

 

The Singapore Beauty Week Website
The Singapore Beauty Week Website

 

Catering to beauty newbies and enthusiasts

SBW creates the special opportunity for all women to experience the latest beauty treatments at attractive prices.

Beauty newbies and enthusiasts will get the chance to elevate their beauty regime by experiencing and experimenting with new beauty services that were previously unheard of or simply out of reach.

SBW offers an easy-to-use online platform, www.beautyweek.sg, for beauty merchants to showcase their best services, and for customers to make informed choices and fuss-free bookings.

Taking part in SBW is simple: customers log on to www.beautyweek.sg to select their preferred treatments and book an appointment slot during beauty week.

Payment will be made directly to the vendor at the appointment. The entire experience from browsing the site to booking and payment will be easy and fuss-free.

 SBW merchants are specially curated from different segments of the beauty industry, so customers can expect an excellent selection of top-notch beauty services, ranging from hair styling and nail grooming to body massages, facial treatments, and even laser therapy.

The Business Model

 SBW merchants are specially curated from different segments of the beauty industry, so customers can expect an excellent selection of top-notch beauty services, ranging from hair styling and nail grooming to body massages, facial treatments, and even laser therapy.

Participating merchants include PREP, Capella’s Auriga Spa, Graceous and many more.

SBW aims for a 30% to 50% off discounts from regular prices.

“There’s about 50 merchants with over 100 beauty treatments and they range from spas, nail salons, hair salons, aesthetic doctors,” said Bernadine.

Merchants that come on board SBW have to pay a merchant fee.

A Successful Outcome

“A successful outcome would be hitting our target of a few thousand consumers making a booking on the Singapore Beauty Week platform. This would mean that we have successfully managed to introduce to a few thousand ladies beauty treatments that may be of interest to them,” said Bernadine.

“Our aim is also to bring attention to the Singapore beauty scene. Many ladies seek beauty treatments overseas, with the mentality that we are always lagging behind in terms of beauty treatments. But this isn’t so, many beauty service providers these days keep very up to date bringing in the latest beauty service trends to Singapore,” she added.

SBW also has the support of STB.

“STB is supporting us via reaching out to their database overseas and we hope to get an international audience for this too definitely. With the first year we’ll concentrate first on Singapore and there will be more markets to reach out to in future,” said Bernadine.

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