Clé de Peau Beauté makes a ‘radiant’ debut in DXB and Istanbul Airport

UAE/TURKEY. Shiseido Travel Retail has debuted Clé de Peau Beauté in the EMEA travel retail market by launching at two of the region’s major hubs.

The beauty brand has opened two new doors, one in DXB (Dubai International Airport) in partnership with Dubai Duty Free, and another in Istanbul Airport in partnership with Gebr Heinemann. The Clé de Peau Beauté counters can be found in Concourse B Unit 12 of the main Emirates Terminal in DXB and in Level F Zone 6 of Istanbul Airport.

According to Shiseido Travel Retail, the launch of Clé de Peau Beauté’s new counters is a response to the growing demand for premium skincare in the EMEA region. In 2018, skincare contributed 20% to the overall performance of the perfume & cosmetics category in the region. 

DXB and the newly opened Istanbul Airport were chosen for their strategic locations in the EMEA region, high traffic volumes, passenger demographics, and world-class facilities, Shiseido said. The demographic of DXB’s skincare customers — 60% of which are Asian travellers — makes it an attractive location for Clé de Peau Beauté, while Istanbul’s new airport strategic position in Europe makes it an ideal location for the brand.

A radiant debut: The Clé de Peau Beauté counter can be found in Concourse B Unit 12 of the main Emirates Terminal in DXB

The two airports feature Clé de Peau Beauté’s new ‘radiance counter’ retail concept. The counters make subtle references to the brand’s ‘radiance’ philosophy, which is integral to its DNA. They also highlight the brand’s positioning as one of Japan’s most premium beauty brands. The design features Clé de Peau Beauté’s signature blue, white, gold, and beige colour palette, and invites travelling shoppers to enter a ‘contemporary sanctuary-like environment,’ said the brand.

A contemporary sanctuary: The new ‘radiance counters’ invite travelling shoppers to enter a luxurious beauty environment that pays homage to the brand’s ‘radiance’ philosophy
A travel retail mega-hub: The Clé de Peau Beauté counter can be found in Level F Zone 6 of Istanbul Airport

Shiseido Travel Retail hopes to leverage Clé de Peau Beauté’s strength in Asia Pacific and Americas travel retail, which significantly contributed to its solid growth in recent years,  to further increase its presence in the channel. The two new doors are a landmark step for Clé de Peau Beauté, and express the brand’s intent to become a leading global luxury beauty brand.

Shiseido Travel Retail President and CEO Philippe Lesné said: “At Shiseido Travel Retail, we are committed to creating luxurious brand experiences for our travellers across the world.”

“The positive momentum and strong in-market results of the skincare category in EMEA present us with a timely opportunity to introduce Clé de Peau Beauté to the region, and we believe that we can realise the exciting potential of the brand thanks to the strong collaboration with our partners,” he added.

For Shiseido Travel Retail, EMEA offers plenty of opportunity for growth in the skincare category. The region currently accounts for 59% of international air travel and is second only to Asia Pacific as the most visited region by Chinese travellers, which is a significant demographic for Clé de Peau Beauté. 

The launch of Clé de Peau Beauté in travel retail EMEA, with our close partners Dubai Duty Free and Gebr Heinemann, is an exciting moment for us,” said Shiseido Travel Retail General Manager EMEA Olivier Decazes.

He added: “They have both helped to bring our brand to life in exquisite airport retail environments as well as in the minds of our travellers. We are thankful to work alongside such experienced and reliable partners who continue to provide us with opportunities to share our brands with the world.”

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