SOUTH KOREA. Shiseido Travel Retail has partnered with Lotte Duty Free to launch an exclusive year-long multi-brand collaboration in celebration of the retailer’s 40th anniversary.
The latest marketing activity is a NARS digital takeover of the Lotte Duty Free Star Avenue in downtown Myeong-dong.
The takeover will run from 24 April to 30 April, and highlights the exclusive launch of the NARS Complexion Set in Lotte Duty Free.
“At Shiseido Travel Retail, we recognise that partnerships are a cornerstone of our business as we continuously seek new ways to drive collaborative innovation and engage global consumers” — Shiseido Travel Retail Vice President of Marketing & Innovation Elisabeth Jouguelet
According to Shiseido Travel Retail, the collaboration highlights the company’s key strategic priorities, which are to cultivate strong partnerships and to create competitive and innovative product offerings for both retailers and customers.
The NARS takeover of the Lotte Duty Free Star Avenue immerses customers in bespoke NARS digital content prior to discovering the exclusive NARS Complexion Set in-store. To further mark the retailer’s 40th anniversary, the makeup brand developed a ‘NARS loves Lotte’ logo which is also showcased in the large-scale digital media tunnel.
The NARS Complexion Set is made up of the brand’s most popular complexion products, specifically curated for Asian customers. It is comprised of the Light Reflecting Setting Pressed Powder, the Aqua Glow Cushion in Namsan, and the travel-sized Radiant Creamy Concealer in Vanilla.
The Light Reflecting Setting Pressed Powder is the top-selling compact powder in Asia, according to Asia 7 Markets Beauty Research’s Q4 2019 sales report; while the cushion and concealer are the brand’s top-selling products and shades amongst Asian travellers based on NARS travel retail Asia’s FY 2019 sales results.
“At Shiseido Travel Retail, we recognise that partnerships are a cornerstone of our business as we continuously seek new ways to drive collaborative innovation and engage global consumers,” said Shiseido Travel Retail Vice President of Marketing & Innovation Elisabeth Jouguelet. “Lotte Duty Free is one of our longest-standing partners, with South Korea playing a key role in our growth in the beauty category, and we are proud to commemorate the company’s 40th milestone year with this multi-brand collaboration.”
Lotte Duty Free Vice President S.K. Lee commented, “We are grateful to mark Lotte Duty Free’s 40th anniversary with Shiseido Travel Retail through a year-round celebration featuring exclusive product releases and marketing activities across our key retail stores.
“Shiseido Travel Retail has been a strong business partner of ours over the years, and together we have delivered specially curated retail offers, innovative store concepts and differentiated shopping experiences for travellers. We are proud to introduce this special collaboration, which sees the NARS takeover of Star Avenue, and look forward to unveiling further elements of our collaboration throughout our milestone year.”
