Singapore Airlines (SIA) has announced a beauty makeover for its flight attendants, the Singapore Girl, for the first time in more than ten years. The iconic symbol for the winner of the World's Best Economy Class Airline in 2012, is synonymous with the carrier's marketing slogan, "A Great Way To Fly".
By going for a contemporary and softer visage and doing away with the what is now a dated bright blue eyeshadow look, SIA updates its Singapore Girl in a marketing initiative, in the face of increasing competition from carriers like Cathay Pacific, Qatar Airways and Etihad Airways.
The new cosmetic regime, emphasizing on blue, green, plum and brown eye make-up with red lipstick was developed in collaboration with SIA's grooming partner, Lancôme, who elaborated via its spokesperson, Jamie Ong, that the update involved not only shades and hues but application and blending techniques as well.
Marvin Tan, SIA Head of Cabin Crew, in an interview with media on the trendier look, said:
We took into account feedback from some customers that the previous colours seemed to be on the strong side.
For the last two months, flight stewardesses from SIA have been undergoing training to teach them how to apply the new look for themselves. In addition, there is new staff lounge located in Changi Airport Terminal 3 for the cabin crew to apply last-minute touch-ups before embarking on a flight.
The Singapore Girl will continue to don the Malay culture-inspired "Sarong Kebaya" uniform, given an unforgettable and indelible interpretation by Haute Couture designer Pierre Balmain in 1972. The image of SIA's flight attendant is the cornerstone of SIA's marketing as well as customer service strategy, with the stewardess as the "epitome of Asian grace and hospitality".
In an advertising campaign launched in 2011, the Singapore Girl was once again thrust into the limelight and placed on the forefront of SIA's branding which had evolved and transitioned to messaging on fleet expansion, routes, features and in-cabin facilities in the 90' and early 2000's, although it still remains an important differentiating factor amongst retail and business travelers.
Making a comeback from the 70's and 80's, the Singapore Girl, with the new beauty makeover, places the focus back on, and plays to SIA's competitive edge and strength — its reputation and track record for impeccable service standards.
For more information, go to //www.singaporeair.com/
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