BEAUTY REPORT: SHISEIDO


success is only likely to continue as many anticipate 2020 will be ‘the year of Japan’, thanks in part to its role as host for the Olympic Games next year. “I don’t think [the popularity of


Japanese brands] is only just starting now,” observed Calméjane. “But we do feel that there is


indeed a ‘J-wave’ happening and that consumers are now really waking up to these brands. They appreciate the craftsmanship, the attention to detail and quality. And another attribute that is especially important to Japan is related to authenticity. All our brands are very true to their roots and heritage.”


Ambitious goals Confident of its growing global reputation, Shiseido has set itself some ambitious targets, including the position of ‘most trusted beauty company’ in the world. “It’s a big statement


and a big ambition,” added Calméjane, who the


reiterated company’s


commitment to the travel retail channel. “In Cannes last


year, we highlighted our intentions in travel retail with the attendance of our CEO. Shiseido considers itself at the forefront of Japanese beauty and we have continued to highlight this role.”


This ties into Shiseido’s other


goal: to become the most innovative beauty company. As part of its ‘Beauty innovations for a better world’ mission, Shiseido says it wants to make a difference, lead in innovation, but always stay true to its DNA and Japanese heritage. Assuming the number of Chinese


travellers continues to rise and demand for Shiseido’s brands remains consistent with last year, Calméjane is confident that the company’s +40% growth registered in 2018, can be sustained in 2019 and beyond. “The point is, we not only believe


there is an opportunity to sustain this growth, but there is also an opportunity for us to grow our production capacity as our CEO recently announced, because the demand is definitely there. “Perhaps in the


past we have not been able to meet the demand and therefore fulfil our true


potential.” While skincare


remains core to the Shiseido business,


its Nars and Laura Mercier brands


are also gaining momentum in Asia Pacific travel retail. Although Laura Mercier


products are not yet available in China travel retail, this is definitely ‘being considered’.


A KOL listening to the music of the Shiseido Forest Valley at the Shiseido SENSE Beauty Pop-up.


“We see a strengthening of [Chinese] spending power with a concentration on the P&C category specifically. We are very confident of maintaining growth.”


Kenji Calméjane, Shiseido Travel Retail


“The Laura Mercier brand is


super-complementary to Nars,” said Calméjane. “Laura Mercier has lots of potential, particularly in Asia. “We launched Nars in China a


year-and-a-half ago with a very selective distribution for now. But there is certainly a buzz forming.” Of course, many parts of Asia


and in particular China have not been strong colour cosmetics markets, but Shiseido appears to be recruiting customers through skincare. “The way to move from skincare to makeup in Asia is through foundation, which bridges the two categories very well.” «


Shiseido appeals to the ‘SENSES’ at Changi Airport with The Shilla Duty Free The pop up gives travellers a glimpse


Complementing the SENSE art installation at the Shiseido Forest Valley space located in Changi Airport’s Jewel complex, Shiseido Travel Retail together with The Shilla Duty Free unveiled a new pop-up concept for its eponymous brand, Shiseido on 13 May. Introducing state-of-the-art


technology that ‘immerses travellers in the Shiseido brand story’, the installation aims to stimulate the senses while taking consumer engagement to new heights.


JUNE 2019


of the multi-sensorial art installation and SENSE activation at Jewel Changi Airport. Philippe Lesné, President and CEO,


Shiseido Travel Retail, commented: “We aim to push boundaries by


revolutionising the customer experience through non-traditional retail experiments and this pop-up embodies that commitment.” The Shiseido SENSE beauty pop up will be open until early June.


Left: Shiseido’s Ultimune Eye Power Infusing Eye Concentrate was a focus for the company at the TFWA ASPAC show.


The Beauty Bar at Shiseido’s SENSE Beauty Pop-up at Changi Airport Terminal 1.


TRBUSINESS 41


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