Shiseido Travel Retail has unveiled a major campaign targeting Millennial travellers, called #BeautyofTravel. It marks the launch of Shiseido’s new Essential Energy range in Asia Pacific this month.

Chinese actor Huang Xuan, Shiseido’s Brand Ambassador in China, has been appointed as the face of the new campaign.

Shiseido said globe trotter and award-winning actor Huang Xuan is the ‘perfect’ ambassador for the #BeautyofTravel campaign


#BeautyofTravel, created exclusively for travel retail, is inspired by the idea that through travel, one is energised by new and varied perspectives, leading to the discovery of beauty in the everyday.

Huang Xuan brings the theme of rejuvenation through travel to life in the #BeautyofTravel campaign. The star, who appeared in The Legend of Miyue and The Interpreter, has a following of 8.3 million on Weibo.

Huang Xuan and Creative Director ShiShi Yamazaki’s shared passion for dance is captured in the #BeautyofTravel video clip

Huang Xuan, a graduate of Beijing Dance Academy, teamed up with Japanese contemporary artist ShiShi Yamazaki to develop the campaign’s creative content. The 30-second video depicts Huang Xuan embarking on a journey to rediscover the beauty in life, armed with the new Shiseido Essential Energy Moisturizing Cream.

From February to April, several large-scale animations will launch in locations including Beijing, Shanghai, Hong Kong, Singapore and Thailand, supported by a 360-degree communication programme spanning online and offline platforms. It will leverage Huang Xuan’s Weibo channel and retailers’ Weibo and WeChat platforms as key strategic touchpoints to amplify the campaign.

“Every aspect of this travel-centric campaign has been designed to resonate with Millennial travellers” – Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet

To further engage consumers, Shiseido Travel Retail has developed an interactive game exclusively for the campaign. It invites players to embark on a fantastical journey with Huang Xuan and re-energise themselves by collecting “Essential Energy”. The top three scorers daily win a full-sized Essential Energy Moisturizing Cream.

The digital channels are complemented by physical platforms across Out-of-Home (OOH) and inflight media. These include a three-month OOH media plan and a TV spot – a first for Shiseido Travel Retail – on Cathay Pacific’s inflight entertainment network in February and March.

Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet commented: “Just as Essential Energy awakens the skin, travel invigorates the senses to bring beauty to light. #BeautyofTravel nicely captures this parallel by bringing together the star power of Huang Xuan and the Japanese aesthetic of ShiShi Yamazaki.

“Every aspect of this travel-centric campaign has been designed to resonate with Millennial travellers. We have expanded the number of touchpoints along the customer journey and have in place a comprehensive consumer engagement plan which we are looking forward to rolling out with our retail partners in the coming months.”

Essential Energy

The new skincare line, inspired by neuroscience, launched in Asia Pacific travel retail in January and will be available in EMEA and the Americas this month.

Essential Energy features ReNeura Technology, which is said to reawaken skin’s sensors and sharpen its natural ability to detect and repair visible changes. Ingredients such as Ashitaba α, derived from a Japanese botanical, bio-hyaluronic acid and citrus unshiu peel extract hydrate skin and counteract dullness and the appearance of fine lines.

Essential Energy products are said to provide softer, silkier skin with a dewy glow from within

The Essential Energy range features four products:

– Moisturizing Cream 50ml

– Moisturizing Gel Cream 50ml

– Day Emulsion 75ml SPF30 PA+++ (Only available in Travel retail Asia Pacific)

– Day Cream 50ml SPF20 (Only available in travel retail Europe, Middle East & Africa (EMEA) and the Americas)

Shiseido used psychological metrics to analyse the effects of packaging design
 in awakening the senses. As a result, it created 64 shapes and graphic designs, all inspired by the handcrafted tea bowls used in traditional Japanese tea ceremonies.

FOOTNOTE: Shiseido CEO Masahiko Uotani (below right) and Travel Retail President Philippe Lesné (left) recently appeared in a landmark interview with The Moodie Davitt Report Chairman Martin Moodie (centre). Click on the image to download.