SINGAPORE'S largest beauty chain, Jean Yip, is expanding to target consumers who want to stretch their dollar.

Part of its arsenal is an express 30-minute facial that costs all of $12.

At the core of its new business are 50 herbal products that target the budget-conscious.

For example, a bottle of body cleanser costs only $13.80. The most expensive item is a hairtreatment masque priced at $188.

These products and services are available at Jean Yip's latest venture, Herb De Orient, a new flagship store in Jurong Point.

There are plans to open another in Tampines in March and 20 more such outlets here over the next few years.

The express facial at a Herb De Orient outlet costs a third of the price of the cheapest facial at a Jean Yip beauty salon.

Long known for hairdressing, beauty and slimming services available at its 47 outlets, Jean Yip is now eyeing a market it has yet to tap: budget-conscious consumers with little time on their hands.

Herb De Orient founder Oliver Yip, 44, told my paper he was inspired by his own search to end his customers' personal- care woes.

He said he found the solution to his dandruff problems in a shampoo that contains a blend of over 20 Chinese herb extracts.

Asked if opening Herb De Orient was a tactic aimed at coping with the financial downturn, Ms Dawn Yip, a director at Jean Yip, said:

"A product line like this took us years of research and preparation.

So whatever the timing, Herb De Orient was ready to go."

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