Guardian has reopened its revamped flagship store at The Shoppes at Marina Bay Sands, introducing a new retail concept centered on personalized wellness services. The redesigned outlet reflects the brand’s strategic shift from a pharmacy-led model toward a broader wellness positioning. Among the new features is an AI-powered skin and scalp assessment service that analyzes 12 skin and 12 hair parameters within five minutes, providing customers with personalized product recommendations. The service, currently available at eight locations, is expected to be rolled out progressively across Guardian’s network of more than 120 stores in Singapore.
The refreshed store format includes dedicated zones tailored to specific customer needs. A derma skincare section highlights curated products categorized by skin concerns such as dryness, pigmentation, and blemishes, while a trial and travel zone offers travel-sized products and curated kits aimed at frequent travelers and first-time users. The pharmacy area has also been updated to include services such as free blood pressure testing and a smoking cessation program accessible via QR code. A dedicated men’s grooming section consolidates skincare, shaving systems, styling products, and fragrances in a single space.
The relaunch aligns with shifting consumer preferences toward preventive and long-term wellness solutions rather than purely functional health purchases. Guardian’s parent company, DFI Retail Group, cited internal research indicating that customers increasingly view wellness as a holistic pursuit encompassing daily functional and preventive care. The move comes amid broader growth in the global wellness economy, with Asia-Pacific identified as a key contributor to expansion in personal care and beauty spending.
(Source: The Straits Times)
