Shiseido Travel Retail has hailed the success of flagship Shiseido’s brand rejuvenation as it prepares to introduce several novelties for Spring/Summer 2018.

Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet said: “Since its inception, Shiseido has combined cutting-edge technology with Japanese aesthetics to bring out women’s innate beauty – this promise was strengthened with a comprehensive brand innovation which began last year as a means of connecting with a new generation of consumers.

“With ‘empathy’ as its guiding principle, the global rebranding has expanded our touchpoints with younger travellers, thanks to new product ranges such as WASO, designed for Millennials; exclusive collaborations with talented young artists such as ShiShi Yamazaki; and influencer-driven Sense of Place campaigns such as ‘The Beauty of Thailand’ which is being reactivated through November. The use of digital and social media has also helped to drive brand awareness and foster meaningful connections with tech-savvy consumers.”

“The use of digital and social media has also helped to drive brand awareness and foster meaningful connections with tech-savvy consumers” – Elisabeth Jouguelet

Looking ahead, Jouguelet commented: “Shiseido’s brand revitalisation continues in 2018 with further product innovation, including a completely new skincare range called Essential Energy, an exciting make-up line, and a travel retail-exclusive 24 Hour Defense Mist Duo, all of which were presented for the first time at the TFWA World Exhibition last month.

One of the highlights of the brand’s dedicated Cannes showcase was a digital video installation adapted from a Shiseido window display unveiled recently in Tokyo’s Ginza Six store. This ‘Wow Window’ has a stunning 3D effect and depicts lipsticks, Shiseido’s camellia logo, flower petals, crystals, moving water, and compact cases in an abstract and mesmerising convergence of art, beauty and technology.”

The Essential Energy moisturisers come in a range of four products: Moisturizing Cream 50ml, Moisturizing Gel Cream 50ml, Day Cream 50ml SPF20 (only available in travel retail EMEA and Americas) and Day Emulsion 75ml SPF30 PA+++ (only available in travel retail Asia Pacific)

Essential Energy is a skincare line created specifically for women in their 30s. The range, inspired by the study of neuroscience, features ReNeura Technology which supports the skin’s sensors and maintains skin’s natural ability to respond, detect and adapt to visible changes, including subtle ageing signs.

According to Shiseido, Essential Energy counteracts dullness, roughness and the appearance of fine lines with its formula of Ashitaba Complex, Citrus Unshiu Peel Extract and Bio-Hyaluronic Acid and tea and pearl extracts.

The packaging is inspired by the handcrafted tea bowls used in Japanese tea ceremonies, designed to appeal to the sense of touch and fit naturally into users’ hands.

Shiseido Essential Energy will launch in travel retail Asia Pacific from January 2018; and in travel retail EMEA and Americas from February 2018.

The Shiseido suncare range is noted for its ‘WetForce’ technology which reacts with sweat or water to strengthen its protective UV veil over the skin.

No sweat: Improvements to the Shiseido suncare line include a new fragrance that turns sweaty odour into a more pleasant scent

The range will expand for Spring/Summer 2018 with the following additions joining the collection in April 2018:

Perfect UV Protector with SPF50+ will be available exclusively in travel retail Asia Pacific.

Expert Sun Aging Protection Lotion contains no white physical sunscreen agents and its clear finish is said to be suitable for any skin tone. It will be available exclusively in travel retail Europe, the Middle East and Africa in two 100ml versions: SPF50+ and SPF30.

For travel retail Americas, the Expert Sun Aging Protection Lotion is known as the Ultimate Sun Protection Lotion and will be available in SPF50+ in 50ml and 100ml.

The Clear Stick UV Protector can be applied over make-up. Containing skincare ingredients to prevent skin damage, its formula includes SuperVeil-UV360 technology for easy application in an even layer.

One for the boys: Shiseido Men Total Revitalizer Cream will be available in travel retail from January 2018

Inspiration for the new Total Revitalizer Cream for Men came from the idea of strengthening the skin in the same way that men strengthen their bodies. The new ‘skin workout concept’ pairs facial muscle training with advanced skincare technology in a non-sticky, gel-like texture. Described as a “high-performance anti-ageing cream”, its 24-hour moisturising formula contains ImuBuild Complex to defend the skin against environmental stress while Marine Protein Complex is claimed to sculpt and tighten facial contours for a toned look.