IF you're a fan of Menard's beauty products - and fed up with having to stock up at spas and salons after telling the receptionist that no, you don't need a scalp treatment - you're in luck. Menard's first standalone boutique here opened last Friday.

The new store at Suntec City Mall is the first in South-east Asia and finally allows the Japanese company to deliver fully on its motto of 'love, appreciation and pride' for its customers.

It's not all about being touchy-feely, of course. There's a lot to like about Menard's portfolio, which spans seven skincare ranges - Embellier, Saranari, Tsukika, LS, Fairlucent, Colax Ex and Beauness - at prices ranging from $49 all the way to $685.

And, in a nod to the burgeoning market for men's skincare products, there's a special male range that uses anti-oxidant green tea extract to zap those free radicals assaulting men's skin everywhere from wake-boarding sessions to alfresco meals.

Menard is quite proud of the quality of ingredients it uses, so expect to find extracts of European Coltsfoot blooms, Japanese Reishi mushroom and Central American Century plants in its products.

The company likes to makes the point that 80 per cent of ageing is caused by ultraviolet radiation, so its latest Saranari range, available only outside Japan, is supposed to fight wrinkles and dehydration caused by UV exposure with a formulation of Zymomonas Ferment extract, GL ll extract, soluble collagen, elastin and hyaluronic acid.

Menard isn't the only brand to step into mainstream retail availability here. Euoko, which is already popular in the US and Europe, will be entering the market here through a multi-store distribution agreement with local beauty retailer Sccube, which already carries ReVive, Zelens, Philip B and Dr Brandt.

Euoko will be available at Sccube outlets at Ngee Ann City and Centrepoint, with a third store scheduled to open this year. Brandon Truaxe, Euoko's founder, president and chief executive, describes Singapore's 'unique forward-looking culture' and 'successful economy' as reasons for the brand's entry into the market now.

'This partnership sets the stage for Euoko's expansion in the Orient, which already includes China and is expected to extend to Hong Kong and Korea within the coming months,' Mr Truaxe said.

This article was first published in The Business Times on May 31st 2008.