Singapore Airlines

[kazukirai]

My colleague commented that SIA's stewardess is not pretty and young. Well, the SIA girl marketing team probably needs to chat more with the recruitment team.

Interestingly enough, this is in today's ST.

Singapore Girl gets a makeover
Body-hugging kebaya stays while bright blue eyeshadow is toned down

THE Singapore Girl has junked her bright blue eyeshadow for a more subtle and modern look.

She is still immaculate in her body-hugging signature kebaya with her hair nicely done, but the colours on her face are less striking.

In her first major makeover in more than a decade, the iconic Singapore Airlines (SIA) Girl is sticking to blue, green, plum and brown eye make-up, and red lipstick to complement the colours of her kebaya.

But the tones and shades are more subtle than before and trendier, said the airline's head of cabin crew, Mr Marvin Tan. "When we embarked on this project with our long-time grooming partner Lancome, we took into account feedback from some customers that the previous colours seemed to be on the strong side," he told The Straits Times last week.

There is also a new crew lounge at SIA's control centre at Changi Airport Terminal 3 for last-minute touch-ups before a flight.

To fly high in a tough business, SIA has invested in both hardware and heartware.

Last August, for example, it announced plans for a major cabin, seat and in-flight entertainment overhaul. The new products will be rolled out on new planes from the second half of this year.

Good service is equally important, said Mr Tan. "If you ask people what is the first thing that comes to mind when they think of SIA, the answer is usually our cabin crew. The kebaya comes to mind, the service culture comes to mind," he said.

SIA, which runs one of the longest cabin crew training programmes in the industry at 15 weeks, will stay focused on what it needs to do, said Mr Tan.

On comments made by some travellers that service levels have slipped and are inconsistent, he said: "This is a challenge for any organisation that continues to grow and we will keep working at this."

It is also important to drive bonding and camaraderie among an increasingly diverse pool of crew members, he added.

For full article, click here.