BEAUTY REPORT: SHISEIDO TRAVEL RETAIL
impact on the success of Shiseido in the Thailand travel retail market last year.” Such was the success of last year’s
‘The Beauty of Thailand’ campaign that STR is planning another exciting project set to launch at King Power’s Bangkok Rangnam shop. However, STR was playing its cards close to its chest at press time and was not able to provide more specific detail to TRBusiness when asked. “We are constantly developing
and executing innovative ideas, with a focus on strong digital/social media and experiential elements,” Jouguelet points out. “We will be executing a very
strong online-to-offline and offline- to-online concept here, with a lot of digital engagement and in-store experiences.”
Bangkok focus Bangkok King Power Rangnam seems to be an attractive draw for STR consumers, evidenced by the success of a first IPSA counter opening outside Japan. The store, which opened its doors to customers in April, marked an important
milestone for the brand since its debut outlet launched at Tokyo Narita International Airport earlier in the year. STR has promised further doors for the brand, which is already well established in Japan and China. “Key Asian travel retail venues
are the focus for IPSA, especially locations that present
the
opportunity to target millennial Chinese travellers,” comments Calméjane. “More details will follow in due course.” Elsewhere, it’s been around
23 months since Shiseido Group announced it had acquired the worldwide licence rights to develop, manufacture and distribute Dolce&Gabbana’s fragrance, makeup
and
skincare lines. Last year focused on leveraging synergies delivered by the portfolio with new advertising campaigns and product launches and that hard work continues. “Dolce&Gabbana is a major three-
axis fashion brand and we have huge ambitions to develop it across skincare, make-up and especially fragrances,” concludes Jouguelet. “To ensure that it becomes a top
Ultimune gets facelift at Changi T1
In partnership with The Shilla Duty Free and Changi Airport Group (CAG), STR last month unveiled its revitalised Ultimune Power Infusing Concentrate with a targeted campaign beginning at Singapore Changi Airport T1. The airport-first travel retail exclusive
pre-launch, attended by TRBusiness, spotlighted phase two of the renowned serum in a colourful pop-up positioned in the Transit Departure Hall. Senior airport and retail management,
key opinion leaders (KOLs) and members of the press witnessed the inauguration of the animation, which runs until 11 June before being rolled out globally. STR told TRBusiness that further
activations are planned in H2 in Beijing, Shanghai, Hong Kong and Thailand. A vibrant and colourful animation
dubbed Ultimune Red Vibe Street uses the hashtag #StrongSouls to pay homage to women’s inner strength, harmony and assertiveness. Three interactive zones provide the
JUNE 2018
backdrop to the #StrongSouls journey, including ‘Shake It, Snap It’, which allows visitors to take ‘selfie’ photos and GIFs using filters. Meanwhile, a ‘Wall of Strength’
harvests shareable hand-written messages from visitors that is designed to offer strength and motivation to others. Centrally positioned within the
animation is the ‘Beauty Bar’, which offers travellers skin immunity checks and consultations from Shiseido beauty consultants. For added novelty, travellers can
benefit from rewards such as a relaxing Ultimune Mask treatment, a personalised Ultimune travel organiser boasting a Singapore-inspired design, and an Ultimune Power Infusing Concentrate deluxe sample. A dedicated #StrongSouls campaign
page and digital strategy, including prominent out-of-home advertising, is designed to capture the attentions of
Changi Airport T1 showcased phase two of the Shiseido Ultimune Power Infusing Concentrate serum in May.
TRBUSINESS 47
arrivals passengers and during their trips online. “The revitalised concentrate builds on
25 years of research to deliver a seamless and effective serum that elevates its defence,” comments Kenji Calméjane, General Manager Travel Retail Asia Pacific, STR. “ImuGeneration Technology contains
potent natural extracts that encourage the skin’s ability to defend its own ideal condition, even under extreme stress.”
The division’s four core brands – Shiseido, Clé de Peau Beauté, NARS and Dolce&Gabbana powered forward in 2017.
“To ensure D&G becomes a top 10 fragrance brand by 2020, we are currently strengthening the existing portfolio before developing new innovations and brand pillars.”
Elisabeth Jouguelet, Vice President Marketing and Innovation, Shiseido Travel Retail
10 fragrance brand by 2020, we are currently strengthening the existing portfolio (Light Blue, The One, Dolce, and the Velvet Collection) before developing new innovations and brand pillars.” «
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