Clé de Peau Beauté celebrates new era with major marketing campaign and new counters

“Intelligent, uncompromising and exquisite”: Clé de Peau Beauté said Felicity Jones embodies the brand’s DNA

Shiseido Travel Retail’s premium brand Clé de Peau Beauté is celebrating its relaunch with an extensive marketing campaign in Asia Pacific and new counter designs in travel retail.

An Out-of-Home advertising campaign, featuring the brand’s new ‘A Radiant Day’ visuals, is currently under way at Hong Kong International Airport. New Global Brand Face Felicity Jones fronts the campaign.

A new flagship counter design will be unveiled in April at T Galleria by DFS, Macau, Shoppes at Four Seasons, with the aim of providing more meaningful shopping experiences. Clé de Peau Beauté plans to roll out the new design across all its travel retail locations in the second half of 2018.

Since the brand’s relaunch, new counters have opened at MGM Macau, MGM Cotai and T Galleria by DFS Singapore.

New travel retail counter designs such as the one pictured aim to elevate Clé de Peau Beauté’s luxury brand image

According to Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet, Clé de Peau Beauté is the second best-performing cosmetics brand in the company’s portfolio, growing +120% as of FY2017. It represents around 25% of the company’s total sales globally.

Jouguelet commented: “This is an exciting time for Clé de Peau Beauté as we look to establish the brand as a true market leader in luxury beauty. The relaunch provides an opportunity for us to enhance the brand’s travel retail offering and solidify its position in the market as a prestigious, but accessible brand.

The OOH advertising campaign at Hong Kong International Airport targets Clé de Peau Beauté’s key Chinese customer demographic

“All the elements of the relaunch, from taking on Felicity Jones as our global ambassador, to opening flagship stores in Asia Pacific, are part of a long-term strategy to draw our consumers in further; to offer them memorable, luxury experiences beyond the traditional sense of retail. We are looking forward to a new era for Clé de Peau Beauté.”

Click here to read an interview with Clé de Peau Beauté Chief Brand Officer Yukari Suzuki and Elisabeth Jouguelet on the brand’s aim to become a true global luxury brand by 2020.

 

 

 

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