Shiseido Travel Retail has partnered with King Power International (Thailand) to deliver a major promotional campaign designed to capture the beauty of Thailand.

Shiseido collaborated with Thai artist Riety Darisa K and influential Chinese fashion and lifestyle blogger Magic Yang (杨梦晶) to target Chinese travellers through a 360 ̊ programme.

“We are delighted with this opportunity to not only strengthen our long partnership with Shiseido, but also enhance our all-important tourism links with key visitors from China” – King Power International Senior Executive Vice President Susan Whelan

The programme included social media and digital content, in-store activations and travel retail exclusive (TREX) products available only at King Power Thailand stores.

The power of influencer marketing: Riety (left) acted as Magic Yang’s tour guide around the cultural and artistic sites of Bangkok

The campaign, which aimed to capitalise on the large number of Chinese visitors to Thailand, tapped into the power of influencer marketing to push brand awareness and drive sales among Shiseido’s key consumers, particularly millennials. Magic Yang, a leading influencer in China, has a strong following of millennials on social media who are inspired by her personal style, her love for travel and adventure and the places she visits.

With Riety as her guide, Magic was taken on a tour of Bangkok, where she discovered the capital city’s art, beauty and culture. Her trip to Thailand was captured in a promotional film, called ‘The Beauty of Thailand’.

[Click to watch ‘The Beauty of Thailand’]

Leading up to the campaign’s official launch on 1 April, Magic posted exclusive behind-the-scenes pictures of her trip to announce the collaboration and shared the film on her Weibo and WeChat accounts. The film features subtle placement of Magic’s top three Shiseido beauty picks: Ultimune Power Infusing Concentrate, Perfect UV Protector SPF 50+ and Rouge Rouge.

The campaign was prominently highlighted on King Power Thailand’s website and social media platforms and a dedicated campaign micro-site. Travellers were also targeted prior to departure via advertising.

Riety created three intricately crafted artworks – with traditional and modern influences – for travellers to personalise their photos with

The in-store activations at Bangkok Suvarnabhumi Airport and in the King Power Srivaree Complex downtown store are running until 31 May. The airport activation features a pop-up store which offers complimentary skincare treatments and lip make-overs. It includes a photo booth where travellers can personalise their photos with Riety’s Thai-inspired visuals printed onto their own customised luggage tags.

To further underline the Sense of Place, Shiseido has developed an exclusive skincare set specially curated by Magic Yang and packaged in bespoke sleeves featuring art by Riety. The limited-edition set, only available at King Power Thailand stores, includes Ultimune Power Infusing Concentrate for Face and Perfect UV Protector SPF50+/PA++++.

 “Thailand is one of the most popular destinations for Chinese tourists – it is not only a beautiful and enthralling country but a true retail destination in its own right” – Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet 

Magic’s skincare favourites: The limited-edition set includes Ultimune Power Infusing Concentrate for Face and Perfect UV Protector SPF50+/PA++++

Customers spending THB 14,000 (€368) or more will receive a complimentary ‘The Beauty of Thailand’ cosmetics bag and those spending more than THB 16,000 (€420) can claim an additional Shiseido tote bag.

Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet commented: “Thailand is one of the most popular destinations for Chinese tourists – it is not only a beautiful and enthralling country but a true retail destination in its own right. Through our strong partnership with King Power International and collaboration with Riety and Magic Yang, we have been able to create a platform which brings a genuine Sense of Place to our retail activation.

“The best of destination marketing”: The 360 ̊ campaign enhances important tourism links with key visitors from China as well as encapsulating the beauty of Thailand

“With compelling and engaging content driving awareness of the unique experiences to be enjoyed in Thailand, coupled with the appeal of travel retail-exclusive products and offers at King Power Thailand, we believe this initiative brings together the best of destination marketing and travel retail in a very powerful combination.”

King Power International Senior Executive Vice President Susan Whelan said: “King Power International Group has been the leading retailer and duty free airport and downtown operator in Thailand for several decades, and has always championed partnership initiatives with our leading supplier partners. At the same time, we are passionate about sharing the Kingdom of Thailand’s rich history and unique culture with the world, and we have been instrumental in developing and supporting cultural initiatives throughout this time.

“This exciting collaboration initiated by Shiseido perfectly encapsulates the wonders of Thailand, as seen through the eyes of our talented homegrown artist Riety and prominent social media personality Magic Yang. We are delighted with this opportunity to not only strengthen our long partnership with Shiseido, but also enhance our all-important tourism links with key visitors from China.”