Shiseido paints Changi red for Rouge Rouge travel retail debut

Shiseido Travel Retail has launched a digital animation at Singapore Changi to mark the global travel retail debut of its new Rouge Rouge collection. The animation is located in Terminal 3 and will run until 3 August.

Rouge Rouge is a collection of 16 shades of red lipstick designed to suit all skin tones.

Changi Airport is the first location in what will be a global roll-out of the travel retail launch campaign.

Shiseido continues the momentum of its brand rejuvenation with the Rouge Rouge animation
Red alert: Shiseido is aiming to continue the momentum of its brand rejuvenation with the Rouge Rouge animation

The animation features a digital wall complete with motion-sensing technology. Eight 55-inch LED screens display Rouge Rouge products which create different patterns in sync with the movements of passing travellers.

Shiseido Rouge Rouge Changi T3 - motion-sensing digital wall

The promotion is supported by 43 screens across Changi Airport’s digital network along with exposure on The Shilla Duty Free’s Facebook, Instagram and Weibo platforms.

The Shilla Duty Free Head of Global Merchandise Division Raelene Johnson said: “Shilla is dedicated to being the first choice in beauty for travelling consumers. We are thrilled to build on our successful partnership with Shiseido Travel Retail.”

To engage the consumer further, Shiseido brand consultants are on hand to help individuals find their perfect shade of Rouge Rouge. Using a ‘Find your Rouge Rouge’ iPad application, shades are recommended and a digital portrait can be created. This portrait can then be downloaded via a short-form URL or QR code to the consumer’s mobile phone, or it can be shared on Twitter, Facebook or Weibo using the hashtags #rougerouge2016 and #shiseidored.

Makeovers are also available and travellers can have their photos taken against a ‘Red is the first colour’ backdrop.

Changi Airport Group Senior Vice President of Airside Concessions Teo Chew Hoon said of the promotion, “It strengthens our commitment to provide travellers with a memorable and unique shopping experience”
Changi Airport Group Senior Vice President of Airside Concessions Teo Chew Hoon: “[This promotion] strengthens our commitment to provide travellers with a memorable and unique shopping experience”
The ‘Red is the first colour’ tagline highlights the significance of red to the brand: Shiseido’s first cosmetic product was a red lotion called Eudermine (still globally successful today) and its logo is a red camellia.

Shiseido Travel Retail President Philippe Lesné noted: “The Rouge Rouge ‘Red’ animation, with its blend of Japanese aesthetics and digital technology, makes a strong statement of what we want to bring to the travel retail channel with all our brands – creativity, innovation and a spirited energy that excites shoppers and creates real ‘retailtainment’ in the airport.

“We are proud to partner with Changi Airport Group and The Shilla Duty Free for the launch of Rouge Rouge and aim to deliver the same degree of excitement at other travel retail locations worldwide.”

Other products being showcased during the promotion include Shiseido’s Ultimune Power Infusing Concentrate, in a 100ml size exclusive to travel retail, and Ultimune Power Infusing Eye Concentrate.

Customers who spend a minimum of SG$150 on Rouge Rouge and Ultimune will receive a special gift. Members of the Changi Rewards loyalty programme will receive the gift when they spend SG$120 on any Shiseido products.

The Shiseido Rouge Rouge range features 16 shades of moisturising red lipsticks
The Shiseido Rouge Rouge range features 16 shades of moisturising red lipsticks
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