BEAUTY IN ASIA PACIFIC
many of its products already appeal to the Chinese and South Koreans among other Asian nationalities. Asia already represents about
20% of the company’s travel retail business after it launched last year with DFA in Macau and ISG for the inflight market. Virginie Descamps, Vice President, International told TRBusiness that the company would like to double its business in Asia TR within the next 12 months. “In Asia, downtown stores and
inflight are our focus as they allow us to combine our offer in skincare and in supplements,” she says. “The cruise channel is emerging in
Asia and we have expertise in facials and servicing spas.” Descamps says that many global
beauty trends actually originate in Asia; for example masks and cushion compacts became popular there a couple years ago and have now been adopted by Western consumers. “Innovation in Asia is now focused
on products which allow for detoxing from pollution and to recover from frequent derma procedures, such as laser treatments,” reveals Descamps. She also explains that PMD
benefited from the demand in masks and launched two ‘innovative formulas’ last year; the Cocoa Moisture mask and a PreEmpt Shower Mask. “This year we introduced a new
product form with the Hydrating Foam Mask which is part of the Hydrogen-powered the H2 Elemental Energy line.
“This new science exclusively formulated by Dr Perricone in connection with his new Hydrogen Water is right on target to address the concerns of Asian consumers confronted with a stressful lifestyle and harsh environmental conditions.” Illuminage Beauty’s Brulé also
insists that mask products are still popular in Asia, which has prompted the company to launch a new mask concept which will provide customers with ‘a unique solution for wrinkles, under eyes issues as well as crow’s-feet’.
Tailor-made products Of course, customers across Asia Pacific still have very different needs and both Perricone MD and Shiseido understand the need to study each nationality in isolation; particularly the Chinese. “We are currently conducting a
consumer study in China focusing on the consumer behaviour and trends in various channels of distribution, especially e-commerce and medispas,” says Decamps. “In parallel, we are developing
a new product line to meet the needs and concerns of the Chinese consumers. “I have been studying and
working in this market for 15 years and the Chinese consumer is top of mind in everything I do to drive our expansion on a global basis.” Jouguelet says Shiseido has responded to the demand from
“I have been studying and working in this market [travel retail] for 15 years and the Chinese consumer is top of mind in everything I do to drive our expansion on a global basis.”
Virginie Descamps, Vice President, International, Perricone MD
Chinese consumers in particular to see ‘something exclusive’, by strengthening its portfolio of travel retail exclusives. “Each dedicated Brand Manager
analyses consumer trends to understand what Chinese travellers are buying or looking for, and we tailor our TREX products to offer them the best value, whether it is through exclusive sets, sizes or limited editions,” she says. «
Shiseido says that customers are looking for multifunctional products such as this NARSissist #Jetsetter Eye, Cheek, and Lip Palette.
Guerlain and Shilla open new Changi T1 ’exclusive outpost’
Between 1 March to 12 April, Changi Airport and The Shilla Duty Free teamed up to create ‘an exclusive Outpost’ within the Terminal 1 Cosmetics & Perfumes central store to mark the launch of Guerlain’s new fragrance – Mon Guerlain. Angelina Jolie is the muse who
MAY 2017
inspired the new fragrance and her love of tattoos plays heavily into the story behind its creation. Paying homage to this, a tattoo artist (or Tatoo Atelier) was present – at select times of the day – to explain the significance of tattoos to the concept and creation of the fragrance and to apply temporary gold tattoo art to those passing by the activation. Travellers were able to choose from
six preset Guerlain flash tattoos, or even enjoy a customised hand-drawn gold tattoo adapted from preset designs. Teo Chew Hoon, Changi Airport
Group’s Senior Vice President of Airside Concessions commented: “The
innovative and interactive concept of the Guerlain outpost has further elevated the retail experience at Changi. “Whether it was exploring the exclusive
exhibition of the Mon Guerlain Bee Bottles, or visiting the Guerlain Tattoo Atelier, travellers were treated to a personalised shopping experience filled with surprises. Raelene Johnson, Head of Global
Merchandise Division, The Shilla Duty Free added: “The Shilla Duty Free has always been committed to working closely with Changi Airport and our brand partners to present exciting experiences for our global shoppers.”
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