Rustan’s makes a case for in-store shopping: VIP service and authenticity

WHILE the pandemic accelerated the online shopping game, some habits die hard. While many people do buy hard-to-find items and very cheap staples online, there’s still something to be said about feeling and testing luxury merchandise in person.

We proved that at a visit to Rustan’s Makati on Sept. 5 for the Rustan’s Beauty Addict: Race Off to Beauty, patterned after Formula One races.

Games were played at brands like L’Occitane, Diptyque, Malin+Goetz, Grown Alchemist, L:a Bruket, Saturday Skin, RMS Beauty, Stila, Phyto, Aveda, and Chanel for a chance to win prizes. There were also talks on various topics relating to beauty (inside and out) from speakers like Jeanette Ipapo-Tuason, founder and CEO of Tuason Racing (who talked about self-empowerment and maintaining grace under pressure) and masterclasses by celebrity make-up artists, RB Chanco and Justin Soriano using products from Laura Mercier.

Jackie Avecilla, head of Marketing for Rustan’s, told ����ý about the advantages of in-person shopping. “We take pride in two things: namely our authenticity. When you shop in Rustan’s, you’re sure that the products that you get are really the real deal. Online? You can’t be sure where it’s coming from, if it’s really authentic,” she said. The other thing they’re proud of is their customer service: “You can always buy products online or wherever, but when you come here, you are really treated like a VIP.”

On that note, Rustan’s itself has an online store, but its stocks are comparatively bare next to their in-store shelves, not to mention other online platforms. Ms. Avecilla says, “True. A lot of our brands are not yet on the rustans.com website. We are working on that.

“It’s not as simple [setting things up online]… there are commercial deals when it comes to that. Contracts and all. We work with the likes of Chanel and Tom Ford, and all that,” she said. “But everything’s here. Everything you can’t buy on our online site, you can definitely get here [in the store].”

The Beauty section, according to Ms. Avecilla, is still a top performer at their stores. “Beauty is like our number one category in Rustan’s. We have several [strong categories],” she says, listing their home, jewelry, and men’s and women’s fashions. But, “Beauty remains to be our strongest and number one, even through the pandemic, and even up to now.

“We just love to look and feel beautiful inside and out. The easiest way to do that is through beauty products. It can just be a red lipstick, or fragrance,” she added. “That’s a gateway. It’s an entry point for customers who really want to get into luxury.”

While Rustan’s Makati’s beauty and menswear floors have been renovated, more changes are planned. “We’re slowly renovating other parts as well. Soon — I can’t give you a definite timeline — we’re even renovating the exterior,” she said. Renovations are also on the horizon for their other stores in Shangri-la, Alabang, and Cebu.

Meanwhile, members of the Beauty Addict loyalty program can look forward to a series of specials from The Beauty Source. From Sept. 6 to 30, members can take advantage of a “times five” points multiplier on all beauty purchases at Rustan’s The Beauty Source. From Sept. 1 to Oct. 31, members making a minimum purchase of P30,000 at The Beauty Source will receive a JBL Go 4 Ultra-Portable Bluetooth Speaker, available in three colorways: black, blue, and red. From Sept. 1 to Nov. 30, every P5,000 spent at there earns Beauty Addict members one e-raffle entry for a chance to win prizes. The grand prize is a four-day, three-night stay for two in the Executive Suite of The Ritz-Carlton, Dubai International Financial Center — inclusive of roundtrip Business Class flights, courtesy of Philippine Airlines. In addition, the Grand prize winner will also get the chance to rent a Ferrari 488 Spyder for a day or enjoy the Caravanserai Desert Safari for two. The second prize is a P100,000 shopping spree at Rustan’s The Beauty Source, and the third prize is a pair of His and Hers Apple Watch Series 9 with Sport Band. — Joseph L. Garcia