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Brand Story



Milestones

2001 March

Pioneering the cosmeceutical

We launched Derma-Aesthetics at Marina Square, pioneering the approach of offering professional skincare solutions customised to suit different skin types. Within the next three years, three more Derma-Aesthetics outlets (Winsland, Tampines and Riverside Point) were established.
2004 October

The first Erabelle boutique opens with the vision of creating 'Beauty In An Instant'

Just like how a good frame adds dimension to a picture, the realisation of how well-defined eyebrows could instantly enhance one's facial features inspires the founding of Erabelle. With our signature Erabrow eyebrow designing service, every woman can now look naturally beautiful in just a short amount of time.

Our first outlet at Bugis Junction performed beyond expectations. Even with our relatively small space measuring 345 sqft, we generated half a million dollars in sales within the first six months.

We were ranked as the second best performing service tenant (per sq ft) in the mall.
2005 December

Making a statement outdoors

To showcase our unique concept, we pulled out all the stops to construct our first complete roadshow structure at Bugis. Instead of the usual makeshift tent set-up, the traditional Japanese theme which we adopted then, was exhibited to full effect with an elegant dark brown structure coupled with Japanese furnishings.

The set-up, which was based on our store design rather than just a temporary set-up, was very well-received. The effort and costs invested in this roadshow proves to be a strategic move as we chalked up record breaking sales of $80,000 in seven days. The Erabelle brand also benefitted from wide exposure.

Our aesthetically-stunning roadshow concept impressed many malls, enabling us to participate in many more of such roadshows at Citylink Mall, Raffles Xchange, Ngee Ann City and Marina Square.

Despite having just one shopfront, our involvement in numerous roadshows allowed us to maximise brand exposure and build up a large customer base. This laid the groundwork for the setting up of more branches.

Roadshows are an integral part of Erabelle's marketing and branding strategy. They are a proven method of reaching out to a great number of new clients. Thus, we participate in 20 roadshows per year on average, reaching out to new customers each time.

Our record sales figure from a single roadshow stands at $120,000 in seven days at Bugis, providing a clear indication of market demand and popularity for our services.
2006 January

Erabelle becomes the first beauty service provider in Singapore to adopt the use of European equipment and colours

In a move to conform to the highest in safety and quality standards, Erabelle conducts a mass upgrading of all its eyebrow tools and hand pieces to automated equipment from Germany. In line with our strong emphasis on professional training to bring about complete safety, Erabelle specially engages a German trainer to conduct intensive training on proper use for all staff.

The decision to go with equipment from Germany was based on Germany's reputation for creating unrivalled automated products in terms of safety and stability, and Europe has one of the strictest regulations for colour pigments. Erabelle only uses colours that are certified safe, ensuring safety for our customers.

With our added capabilities and state-of-the-art equipment, Eraliner and Eralip were introduced, completing the entire array of 'Beauty In An Instant' services.
2007 January

Bringing our beauty services to The Central

A second and bigger 500 sqf outlet opened at The Central, Clarke Quay, enabling Erabelle to better serve its main clientele of PMEBs at the CBD area. In response to our customers' needs, we increased our selection of facial services, making it possible to suit the needs of varied skin types. 
2007 November

Bigger and better Erabelle at Marina Square

A third 800 sqft Erabelle boutique opened at Marina Square, catering to families and the shopping crowd. This laid the groundwork of interests in our services in popular malls.
2008 November

Giving a facelift with an international look at Bugis Junction

With the aim of internationalising Erabelle's image, we gave the boutique at Bugis a major facelift. Our original traditional Japanese look with dark wood accents made way for an up-to-date French-Japanese look in classy lavender. The new look received a warm reception from the younger crowd and modern working class women that frequent the mall.

This also set the design direction for future Erabelle outlets.
2009 March

Creating a ground-breaking Ryokan-like service culture and environment

Our first Erabelle Prestige opens its doors at Visioncrest at Penang Road. Spanning a luxurious 3500 sqf spa, we introduced the concept of a ryokan-like service culture and interiors designed like that of a boutique hotel, with unique themes for every room. The concept of having full-fledged nakai-san (personal attendant) service sent ripples throughout the spa and beauty industry.
2009 April

Setting new service standards

Aspiring to recreate the ryokan-quality service standards for all Erabelle Prestige spas, we invited two staff members from Kagaya Ryokan (voted as the no. 1 ryokan since 1980) to conduct first-hand training. Erabelle's staff learnt about Japanese service standards and traditional nakai-san service from the experts.
2009 November

Opening the second Erabelle Prestige spa in VivoCity

To cater to the overwhelming response of the first Erabelle Prestige spa, we opened a second branch at VivoCity, Singapore's largest and popular shopping mall. The location in the midst of a busy shopping hub appealed to tourists and those seeking a convenient and tranquil haven for ultimate relaxation.
2010 March

Offering beauty over the counter at Parco Marina Bay

We took the revolutionary step of offering instant beauty services over the counter. The first Erabelle Petite beauty counter was opened at Parco Marina Bay.
2011 January

Bringing quality services to Bedok Point

An Erabelle branch was opened at Bedok Point, its first boutique in a sub-urban mall. This allowed us to bring our services closer to the homes of our customers in the East. The warm reception encouraged us to look to suburban malls as pertinent zones to reach out to our customers.

2012 January

Erabelle Brow Tools made available

We launched an array of eyebrow tools to encourage ladies to put more wow in their brows with regular maintenance routine at home.

Most Popular Brow Tools:

  1. Long Lasting Brow Pencil: The eyebrow pencil comes with a highly pigmented lead on one end and a blending brush on the the other. The convenient tool allows you to define brows with a soft, natural finish. It comes in three different shades to match different hair colours. The pencil continues to receive approval from beauty editors and makeup artists even till today.
  2. Eyebrow Pencil Sharpener: The sharpener is specially designed for our Long Lasting Brow Pencil. It maintains the perfect pencil tip for easy application.
  3. Techno Tweezer: This pair of tweezers is crafted by the precision experts of Rubis Switzerland. The special polymer tips help to grab every strand of hair with precision yet offer minimal discomfort on skin. These tweezers are exclusively sold at Erabelle in South East Asia. Within Asia, it is only otherwise available in Japan. 

 

2012 November

Erabelleshop.com goes live

We made our range of skincare and makeup products as well as tools available just a mouse click away online.
2012 December

Brow Pencil bags a Beauty Award

Our double-duty Long Lasting Brow Pencil was picked to be the winner of the category, "Best Brow Pencil", in Harper's BAZAAR Beauty Award for its high efficacy that lasts through the day.
2013 July

Launching holistic brow makeover service, Erabrowlogy

In order to cater to customers with dry and oily skin, Erabelle's signature service, Erabrow was revitalised to Erabrowlogy.

The reinvented treatment process gives better results, promising enhanced colour retention, lesser discomfort and shorter colour-settling period. Since its inception, it is one of the best-selling services in Erabelle.
2013 October

Relocating of Erabelle Bugis Junction to a more spacious unit

We relocated our Bugis Junction boutique to a larger unit within the mall to accommodate better facilities and more customers. The new unit was given another major facelift into one that exudes modernity and elegance. Each facial suite is designed and furnished to a classic fairy tale to create a warm, familial feeling of reminiscence. As a special touch, every room is installed with an iPad for guests to select their preferred genre of music.
2013 December

Erabelle bags seven award categories in 2013

We were a proud recipient of seven awards across Singapore titles such as Style:, Singapore Women's Weekly and Harper's Bazaar. Editors and judges recognised the quality and efficacy of our signature services such as Erabrowlogy as well as makeup products and tools.
2014 May

Setting foot in Kuala Lumpur, Malaysia

Strategically located in prestigious shopping district Mid Valley, we opened our first overseas store in Gardens Mall. The cosy outlet was modelled after a boutique hotel where guests check-in to facial suites that marry contemporary chic furnishings of vibrant colours with maximum comfort designed to impress.

On 22nd May, we invited 30 distinguished guests and friends to an official launch event where we celebrated our inaugural opening in Malaysia. Madame Yuko Miyagawa, wife to Japan ambassador to Malaysia was also specially invited to grace the event and participate in a meaningful 'Kagami Biraki' – sake breaking ceremony which epitomises the beginning of a new endeavour.
2014 December

Relocating Erabelle Bedok Point to Erabelle Eastpoint Mall

Our sub-urban Mall outlet in Bedok Point was relocated to Simei Easpoint Mall – Bigger, better and bolder! With a revamped look, Erabelle Eastpoint Mall promises to take our fans in the east on an exhilarating journey around the world with inspirations from traditional Japan, chic France and cosmopolitan 1920s New York.
2014 December

Erabelle recognized in 12 award categories

As a leading beauty service provider, we had the honour to be recognized for our signature services and products in 12 award categories by titles across Singapore and Malaysia in 2014, a nod to our consistent adherence to professionalism and service from the heart.
2015 May

More Erabelle’s signature services featured in media awards across Singapore and Malaysia

The first half of 2015 sees our signature Cosmetic Artistry service, Erabrowlogy, awarded with seven awards across major titles, namely, Cosmopolitan, ELLE, STYLE:, Harper's Bazaar Singapore, Singapore Women's Weekly, Harper’s Bazaar Malaysia and Malaysian Women’s Weekly.

Our other signature services (Eraliner, Genmai-Bijin Body Polisher Plus and Japanese Sake Facial) and popular products (Brow Wow Kit, Long Lasting Brow Pencil and Techno Tweezer) have additionally been recognised in eleven other award categories, on top of other media features, across Singapore and Malaysia.

This adds on to the repertoire of distinguished services that customers can trust Erabelle in, certified by beauty experts in the media world.