#FindYourStrength: Shiseido and DFS Group champion women’s empowerment

Shiseido Travel Retail and DFS have teamed up to support the #FindYourStrength global campaign for Ultimune Power Infusing Concentrate.

The animation took place during October at T Galleria Beauty by DFS, Causeway Bay, Hong Kong.

The #FindYourStrength campaign celebrates the personal power every woman has within herself. It draws inspiration from the philosophy of Shiseido and Ultimune, which believes in resilience in the face of adversity and in living life on one’s own terms and definitions of happiness and fulfilment.

Empowerment of women: The animation comprised a number of interactive booths built around a ‘pay-it-forward’ concept

The campaign, launched on International Women’s Day (8 March), features three extraordinary women, selected by Shiseido for their boldness and inner strength in overcoming challenges in their personal and professional lives.

They are Koharu Sugawara, a critically-acclaimed Japanese dancer and choreographer; Darya Klishina, a Russian long jumper who was barred from taking part in the 2016 Olympics initially and only cleared to compete on the eve of the long jump event; and Esperanza Spalding, an American jazz bassist and singer, and the first jazz artist ever to win the Grammy award for Best New Artist.

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In the campaign launch video series, each personality talks about how they picked themselves up after their lowest life moment, and how they found the strength to overcome it.

From 10 to 18 October, T Galleria Beauty by DFS, Causeway Bay invited shoppers to celebrate the empowerment of women through a high-profile animation. The promotion featured a number of interactive booths built around a ‘pay-it-forward’ concept. At the Strength Exchange Booth, guests were encouraged to leave motivational messages on blank cards, passing on words of strength for the next person to discover, and to collect a card for themselves.

The Strength Photo Booth invited shoppers to take a personalised polaroid with an inspirational phrase. At the Strength Beauty Bar, guests discovered how Shiseido’s Ultimune formula helps to boost skin’s natural defences and “build beauty from within”.

At the Strength Photo Booth, inner power was captured in the form of a personalised instant polaroid with an inspirational phrase

Lastly, customers were offered a healthy treat at the Strength Popsicle Bar, followed by a complimentary mask, a skin immunity check, and a lip makeover.

DFS Group Senior Vice President Beauty and Fragrances Christophe Marque said: “At DFS, we are continually seeking new ways to bring fresh and exciting concepts to our stores. We are delighted to team up again with our longstanding partner Shiseido Travel Retail to introduce this inspiring campaign which celebrates our beauty shoppers and their many strengths.”

Motivational messages: Visitors to the Strength Exchange Booth passed on words of strength to fellow shoppers

Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet commented: “Shiseido believes in empowering women to uplift other women, and the ‘pay-it-forward’ concept developed for #FindYourStrength strongly encapsulates this notion. We are proud to support the campaign in travel retail, where we have launched a series of animations across Asia Pacific this year, including China, Taiwan, Bali and Singapore.

“With the latest activation at T Galleria Beauty by DFS, we hope to further inspire Shiseido beauty shoppers to look within themselves – and to one another – in challenging times. We want to help nurture a positive and supportive community of women who help other women to become stronger within their own skin; as consumers continue to share about the campaign on social media, the strength exchange grows and connects them in the process, creating a network of women empowered and united by Shiseido.”

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