FRANCE. Shiseido Travel Retail and Lagardère Travel Retail have launched a pop-up store at Paris-Charles de Gaulle Airport to promote Shiseido Ultimune.
The 29sq m outlet located in Terminal 2E (Gates M) features two digital technology features – an interactive mirror and an iPad digital portrait app – aimed at driving footfall and maximising consumer engagement.
Shiseido Travel Retail uses the technology to showcase its new campaign for the best-selling Ultimune: ‘The Beauty of Self-Defence’. The tagline highlights how Ultimune works to strengthen the skin’s natural defences.
Drawing on the theme of inner strength and beauty and the Japanese ink which characterises the campaign, the ‘The Mirror’ provides an interactive experience, triggered by a motion-sensor. By moving their arms in front of the digital screen, visitors can ‘open’ an Ultimune bottle, the Ultimune essence then surrounds them representing their inner beauty symbolised by a red ink ‘aura’.
Shiseido beauty consultants are on hand to offer consumers an artistic impression of themselves via an app in the iPad digital photo booth. The image is printed onto a postcard which the consumers get to keep. In order for the image to be easily shared on social media, it is also emailed to them with the campaign hashtag #MOSTPOWERFULYOU.
Shiseido Travel Retail Vice President for Marketing Elisabeth Jouguelet explained: “Art, beauty, science and technology come together in this campaign to create an evocative experience for consumers to discover the enhancing power of Shiseido Ultimune.
“Together with our strategic partner, Lagardère Travel Retail, we are committed to staying at the forefront of innovation and finding creative new ways to connect with global shoppers. We are only beginning to scratch the surface of what we can do, and aim to keep raising the bar in retailtainment and service excellence.”
While visiting the pop-up store, consumers can discover the wider range of Shiseido products including skincare and make-up lines and the Ever Bloom fragrance. Travel retail exclusives displayed include Ultimune Face & Eyes Set; Bio-Performance LiftDynamic Program; Glow Revival Program and the Benefiance WrinkleResist24 Anti-Wrinkle Experts set.
