The makeover mainframe

THOSE dwelling in the digital age are crippled by the paradox of choice: Decision-making has become a drawn-out process of surfing and cross-referencing multiple review sites and apps to determine the best hotel, restaurant or film to pick in a sea of options. And with the average Singaporean woman being the biggest spender in the region on beauty products, haircuts and visits to a facialist - according to a 2011 Frost & Sullivan survey - she would certainly want to ensure that the prettifying spot she picks is the highest-rated option.

Say "hello" to no less than 18 apps and websites serving as platforms for user reviews as well as booking services, ranging from home-based manicures to top-end celebrity salons. The latest to join the battle of the beauty techies? Vaniday, a global beauty booking app backed by e-commerce behemoth Rocket Internet - the folks behind fashion e-tailer Zalora - that is set to officially launch its first Asian platform here next week.

"Singapore is not that small actually," says Robinson Blanckaert, the Singapore-based co-founder and managing director of Vaniday. "We have the most active spa-going population across the globe. As a matter of fact, there are over 18,000 beauty salons spread across the country. But obviously Singapore is a launchpad to the rest of Asia."