Shiseido Travel Retail will unveil several key launches from Clé de Peau Beauté’s Spring/Summer 2018 collection at the TFWA World Exhibition in Cannes (Riviera Village, RJ5).
Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet said: “The launch of SS2018 opens a new chapter for Clé de Peau Beauté, our top-performing cosmetics brand in 2016. For skincare, we will focus on the Firming Serum Supreme, which takes a unique 4D approach to combat gravity and target loose skin.
“This season’s make-up will draw inspiration from the beauty of rare and pure gemstones that emit an intrinsic radiance, embodied by the natural charm and effortless allure of a confident woman.
“The SS2018 Color Collection will be all about the lips as we introduce the new Radiant Lip Gloss and expand our range of lipstick shades, while the complexion offering will be strengthened by the relaunch of Clé de Peau Beauté’s award-winning concealer.”
The Firming Serum Supreme features 4D technology which is claimed to provide both macro-uplift and micro-tightening effects to combat 3D gravity and target loose skin, creating smoother contours. The foundational (macro-uplift) effect combines 3D anti-gravity technology which features a stable formula for hydroxyproline that helps to activate stem cells to improve the regenerative power of damaged skin. The amplified (micro-tightening) effect is produced by a new tightening polymer, which is said to instantly tauten skin, and hyaluronic acid which controls turnover and works on the base membrane.
The Firming Serum Supreme also contains Illuminating Complex EX, derived from rare platinum golden silk and Japanese pearls, which is claimed to deliver radiance by infusing skin with super hydration and retexturising it. The Serum will launch in travel retail in February 2018.
Clé de Peau Beauté has enhanced its existing lip gloss product with original optical technology and new skincare ingredients to create Radiant Lip Gloss. The product is said to deliver a dewy, youthful glow and sheer colour.
Radiant Lip Gloss is formulated with a multi-polarisation pearl agent and a blend of oils and powders which together create fuller lips and a natural glow, according to the brand.
The product, available in travel retail from January, comes in modern packaging which includes a cubic cap and a new twist doe foot applicator. Eight gemstone-inspired shades are offered, including Rose Quartz, Warm Crystal and Dream Stone.
Three new lipstick shades have been added to Clé de Peau’s offer: Peach Stone (bright coral pink), Crystal Star (soft delicate pink) and Desert Rose (deep rose red). They join the 12 other shades introduced in AW2017 as part of the new lipstick collection, which features translucent pigments that reflect light.
A new shade, Lavender, has been introduced to Clé de Peau Beauté’s Luminizing Face Enhancer range. The combination of lavender, light green and beige pink is inspired by the spiral of a luminescent seashell.
Clé de Peau Beauté has enriched its stick concealer with Thin Fit Layer Formula, said to provide a ‘seamless’ finish, and new skincare ingredients for radiant skin. The rich, creamy concealer is said to blend into skin while thoroughly covering imperfections, and can also be used for highlighting and contouring.
The concealer, with SPF25 PA+++, includes super hyaluronic acid, glycerin and chestnut rose fruit extract which together provide moisture and prevent oxidation, according to the brand. The product comes in six shades, four of which will be available in travel retail from January.
The product has been repackaged in galaxy blue black with gold accents. The brand logo appears on the front while the brand symbol is inscribed on the top of the cap.
To maintain Clé de Peau Beauté’s high-end positioning in the channel, Shiseido Travel Retail said it will continue to focus on building the brand’s luxury image through inspiring counter designs, service excellence and exclusive VIP events targeting its biggest customers.
Jouguelet said: “Chinese consumers, especially the Millennials, are becoming increasingly focused on ‘experiential luxury’, and appealing to their aspirational side has been a formula for success. Our VIP events, organised in partnership with DFS Group for selected top-tier customers, have been extremely well received.
“Guests get to preview the latest products and are pampered with skincare treatments and full make-up services by our Personal Beauty Specialists, who also provide personalised consultations and offer useful tips. Authentic brand experiences such as these really create desirability and strengthen the luxury positioning of Clé de Peau Beauté.”
From 15-30 September, Shiseido Travel Retail will team up with DFS Hong Kong on two VIP events at the retailer’s Beauty Concierge at its T Galleria locations at Causeway Bay and Canton Road.
“The upcoming months will be especially exciting as we seek to create a differentiated luxury experience for consumers at every location,” Jouguelet added. “From now through the first half of 2018, we are focusing expansion on selective new doors across Asia, in markets with a strong Chinese customer base such as China, Macau, Hong Kong, Korea and Singapore.
“We will soon open a new flagship store at T Galleria by DFS Singapore at the end of 2017, as well as a revamped flagship counter at T Galleria by DFS Macau at the Shoppes at Four Seasons in early 2018.”
