CHINA. Prestige skincare brand IPSA marked the opening of its new counter with China Duty Free Group (CDFG) in Hainan with the launch of ‘Discover ME’. The partnership marks IPSA’s debut on-counter animation in Hainan, which ran in July and August.
Shiseido Group-owned IPSA offers highly customised beauty ‘recipes’ that address individual skincare needs. Located at Sanya International Duty Free Shopping Complex in Haitang Bay, the new counter invited travellers to discover IPSA’s core Metabolizer (ME) skincare line through an immersive, digital experience.
At the counter, travellers were able to receive bespoke IPSA boarding passes which could be accessed via QR codes.
[Our Chinese readers can access the video by clicking here]
A key highlight of the new counter is IPSA’s renewed ME skincare line, which is designed to condition and maintain skin’s metabolism and add intense moisture. Now in its ninth generation, the upgraded series rejuvenates skin cells with oxygen to boost renewal and improve metabolism on a cellular level.
Besides the ME 9th Generation range, travellers are also encouraged to self-explore IPSA’s travel- and CDF-exclusive offerings, such as the IPSA CDF Exclusive Cleanse & Nourish Set.
The animation was supported in the digital world with a livestream by Chinese KOL Kakakaoo.
Shiseido Travel Retail Vice President Travel Retail Asia Pacific Evelyne Ly-Wainer commented: “Since it entered the travel retail channel in 2017, IPSA has garnered a loyal following among Chinese millennials for its bespoke recipes to bring out each person’s unique beauty.
“Travellers can now discover the ultimate customised skincare experience in a uniquely designed physical space. We would like to thank China Duty Free Group for their valuable support as we strive to offer more choice in skin beauty for Chinese consumers traveling to Hainan.”
China Duty Free Group General Manager of Perfume & Cosmetics, Central Merchandising Division Grace Wang added: “We are pleased to build upon our longstanding partnership with Shiseido Travel Retail as we mark the opening of the new IPSA counter and the brand’s first on-counter animation in Hainan.
“Since its inception, IPSA has led the charge in personalised skincare in Asia, and we are excited for our discerning, millennial shoppers to re-discover the brand on their travels. We thank the team at Shiseido for their continued investment into Hainan as we continue to build the skin beauty market together.”
IPSA was founded in 1986 and takes its name from the Latin word for self ‘ipse’. It offers a range of customised skincare products that regulate the skin’s metabolism to create translucent and radiant skin.
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The Moodie Davitt Report last week launched a new quarterly eZine called The Moodie Davitt China Travel Retail Report. The cover story is dedicated to China Tourism Group. Click on the image to read the bi-lingual title. The next edition will be published in October.
