BEAUTY IN ASIA PACIFIC Miu Miu L’Eau Bleue ‘pops up’ at Changi in travel retail first
Prada Group’s Miu Miu brand partnered with The Shilla Duty Free to open a pop- up store at Singapore Changi Airport to debut Miu Miu eau de parfum L’Eau Bleue, in February and March. Available from 22 February – 30 March
beside The Shilla Duty Free’s cosmetics and perfumes central store located in Terminal 3 departures, the global exclusive concept allowed travellers to sample the scent and purchase their chosen Miu Miu fragrance. Designed to ‘evoke the experiential’,
the pop-up also featured live sketch events where travellers could take
advantage from a bottle engraving service and receive hand-drawn sketches in watercolour from an artist with the purchase of a fragrance. As the latest iteration in the Miu Miu
fragrance family, L’Eau Bleue is said to ‘capture the essence of spring and the light and airy scent of morning dew through lily of the valley and akigalawood’. The bottle features blue transparent
glass with a yellow pastel top. Miu Miu L’Eau Bleue eau de
parfum is priced at $81.76 (50ml) and $110.66 (100ml).
“Consumers are looking to simplify their beauty routines with products that do double duty.”
Elisabeth Jouguelet, Shiseido Travel Retail
be square’. The relationship between brands and social media today is evolving quickly. “Social media is playing a role
higher up in the purchase funnel. It is a great channel for storytelling, engaging with the customers, optimising brand & product visibility, building sentiment around the services, and understanding the evolving trend cycle – it’s a lot about collectivism.” Aside from the way Shiseido
communicates with its customers, Jouguelet was able to share her views on the latest market trends, which include a rise in demand for ‘multifunctional products’.
“The rise of busy lifestyles has made multifunctional products more popular than ever. Palettes are great for female travellers who don’t want to carry too many products; from NARS we have the new travel retail exclusive NARSissist #Jetsetter Eye, Cheek and Lip Palette which provides a full-face touch-up in a single compact. “Consumers are looking to simplify
their beauty routines with products that do double duty. To leverage this trend, we have developed a luxurious new foundation from Clé de Peau Beauté offering instant and long-term skincare benefits.” Jouguelet says she has also noticed
that there has also been a shift towards more ‘natural’ make-up, in contrast to the dramatic contouring trend which preceded it. “Strobing is considered the
opposite of contouring, and this technique involves highlighting and illuminating your face,” adds Jouguelet. “‘The Foundation’, with its subtle
and luminous finish, addresses this shift, as does our new Shiseido Synchro Skin Glow Luminizing Fluid Foundation.” Social media platforms such as
Shiseido leverages digital technology for its Shiseido Rouge Rouge Changi T3 campaign.
138 TRBUSINESS
Instagram, Facebook and YouTube have played a huge role in driving the growth of make-up, especially Intagram, due to its strong focus on sharing visuals and ‘selfies’ with the ability to add fun filters and effects too. The element of sharing, especially
among millennials, is obviously also very appealing and allows brands to grow their popularity organically by word of mouth or recommendation. “This has given impetus to our
make-up portfolio, which we have been pushing with targeted digital campaigns such as Shiseido Rouge Rouge,” adds Jouguelet. “As mentioned, digital is a priority
for us, and we see great potential in leveraging trends in mobile device usage and penetration across all our brands.” Although skincare remains best-performing
Shiseido’s
category, make-up is showing promising growth. “For Asian consumers, good
skin provides the ideal canvas to experiment with colour, so effective skincare remains a top priority,” adds Jouguelet. “Naturally, make-up that has
skincare benefits is finding audiences in Asia. Innovations such as BB cushions make it easy for consumers to include make-up in their routines.”
‘No makeup’, makeup... Perricone MD, a leading anti-aging skincare company, has definitely benefited from the demand for ‘natural’ makeup and combined skincare/makeup
solutions
particularly with its ‘No Foundation Serum’ and ‘No Foundation, Foundation’ products. For this reason, it makes sense
that PMD is very much focused on growing its business in Asia Pacific as
MAY 2017
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