Shiseido Travel Retail, in partnership with The Shilla Duty Free, today unveiled a new animation for its Shiseido brand at Singapore Changi Airport Terminal 1. The Moodie Davitt Report, other media and Key Opinion Leaders (KOLs) attended the inauguration of the pop-up, which is open until 11 June.
The digital activation celebrates the exclusive travel retail pre-launch of Shiseido’s revitalised Ultimune Power Infusing Concentrate and product campaign #StrongSouls.
The space also introduces travel retail-exclusive 24 Hour Defense Mist Duo, featuring bespoke Singapore packaging designed by Japanese contemporary artist ShiShi Yamazaki. Both the Ultimune Power Infusing Concentrate and 24 Hour Defense Mist Duo will be showcased at next week’s TFWA Asia Pacific Exhibition (Level 1-U9).
The Ultimune Red Vibe Street animation was opened by renowned Japanese dancer and Ultimune Ambassador Koharu Sugawara, alongside Shiseido Travel Retail Asia Pacific General Manager Kenji Calméjane; The Shilla Duty Free Vice-President Global Merchandising Division Raelene Johnson, The Shilla Duty Free Managing Director Phil Yoon; Changi Airport Group Executive Vice-President Commercial Lim Peck Hoon, and Changi Airport Group Senior Vice-President Airside Concessions Teo Chew Hoon.
Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet commented: “This is a momentous occasion for Shiseido. The new Ultimune Power Infusing Concentrate has been in development for a number of years and to unveil this as a travel retail exclusive in Asia’s number one airport is a fantastic achievement for the team.
“Our animation, Ultimune Red Vibe Street, is an entirely new concept design and ties in with our ongoing strategic approach to creating more meaningful and engaging experiences for our customers beyond the realms of traditional retail.”
“To be the first in travel retail to debut the revitalised Ultimune Power Infusing Concentrate is an honour and testament to the power of the industry” – The Shilla Duty Free Vice-President Global Merchandising Division Raelene Johnson
Ultimune Red Vibe Street is inspired by Ultimune’s campaign theme #StrongSouls, which celebrates women’s strength and the confidence and joy that stems from it.
Customers can receive exclusive rewards after completing the #StrongSouls journey around the animation at three zones: Shake It, Snap It – designed to capture strength with Ultimune Ambassador, Koharu Sugawara, by creating user-generated GIFs and photos with Singapore inspired filters; Wall of Strength – encouraging one another to embrace challenges by sharing motivational messages on blank cards for the next person to discover; and Beauty Bar – where travellers can receive a skin immunity check and skincare consultation from Shiseido beauty consultants and experience Ultimune Power Infusing Concentrate.
Traveller rewards include an Ultimune Mask treatment, a personalised Ultimune travel organiser featuring a Singapore-inspired design and an Ultimune Power Infusing Concentrate deluxe sample.
Japanese native and Ultimune Ambassador Koharu Sugawara started dancing at a young age and has since established herself as a global icon, both as an international dancer and choreographer. When asked how she would classify a strong woman, Sugawara commented: “Those who are not afraid to express themselves. Those who gracefully break fixed ideas of how women should be like with a smile. Wearing a smile indicates strength as well as beauty. I like to dance to make people smile.”
Award-winning Singaporean pastry chef and artist Janice Wong was also in attendance at the launch. She created an edible art installation to celebrate the opening of Red Vibe Street. Shiseido described Wong as another shining representative of #StrongSouls and female empowerment, inspiring women to follow their passions wherever they may take them.
The #StrongSouls campaign features a dedicated campaign page, prominent Out-of-Home advertising in Changi Airport and digital outreach to drive awareness of the campaign by targeting Singapore-bound travellers both pre-departure and during their trips via online media. Shiseido has also joined forces with partner Shilla to amplify the communication of this campaign across the retailer’s social media platforms including Facebook, Instagram and Weibo.
The Shilla Duty Free Vice-President Global Merchandising Division Raelene Johnson said: “To be the first in travel retail to debut the revitalised Ultimune Power Infusing Concentrate is an honour and testament to the power of the industry. We are thrilled to partner with Shiseido Travel Retail for Ultimune Red Vibe Street at Changi Airport.
“Experiential innovations like this are a real driver when it comes to engaging travellers and drawing customers into store. This enhances the shopping or travel experience. The animation follows a tried and tested strategy that delivers a multi-channel experience for travellers and we look forward to a busy six weeks ahead at Changi Airport.”
Changi Airport Group Senior Vice-President of Airside Concessions Teo Chew Hoon added: “The #StrongSouls campaign celebrates the beauty of strength and sends an empowering message to all women. We are pleased to collaborate with Shiseido Travel Retail to launch this energetic scarlet-red pop-up and the renewed Ultimune Power Infusing Concentrate at Changi Airport.”
Shiseido Travel Retail General Manager Asia Pacific Kenji Calméjane described the day as “another milestone for the strong partnership between three outstanding companies”. “This event is the genuine endorsement of a three-sided partnership we call the Trinity,” he said.
“Thanks for the opportunity provided by Changi Airport Group and The Shilla Duty Free. We at Shiseido Travel Retail, possibly the fastest growing cosmetics group in the global duty free industry, have elevated our game to offer our customers today in Singapore our very first travel retail worldwide exclusive pre-launch.
“I sense that as companies we [Shiseido, Shilla, Changi Airport Group] share a communal vision in search of excellence. We hold great pride in ensuring what we do is right, authentic and in full respect of our brands, our partners and of course of our travelling consumers.”
Calméjane added: “From elite luxury to value for many, we want to accomplish our vision to offer our brands to 1 billion travellers by 2020. Shiseido Group’s core mission is summarised in three stages: cultivate relationships with people, appreciate genuine, meaningful value and inspire a life of beauty and culture. Today’s event perfectly fits this spirit.”
Ultimune Power Infusing Concentrate quickly cemented its status as the best-selling Shiseido product since its inaugural launch in 2014, with one bottle sold every 13 seconds.
The revitalised concentrate builds on 25 years of research. The formula features ImuGeneration Technology which contains potent natural extracts that encourage skin’s ability to defend its own ideal condition, even under extreme stress. According to the brand, concern areas clear up quickly and diminish further over time.
The serum also includes ImuCalm Compound, containing soothing fragrances such as Rose Element and Lotus Element, which is said to relieve stress and offer a calming effect. The compound emits Green floral fragrances to evoke both a sense of relaxation, and a feeling of fresh, new energy, said Shiseido.
The new product’s packaging echoes the original design but with the addition of a silver line to represent “the start of a bright future”.
Ultimune Power Infusing Concentrate, priced at S$138 for 50ml, will launch across other travel retail markets from 1 June.
The 24h Defense Mist Duo is specially designed to be used during travel. According to Shiseido it keeps skin hydrated in the air and on-the-go with the moisturising power of a skincare cream. The packaging features a bespoke Singapore design by Japanese contemporary artist ShiShi Yamazaki.
“This event is the genuine endorsement of a three-sided partnership we call the Trinity” – Shiseido Travel Retail General Manager Asia Pacific Kenji Calméjane
24 Hour Defense Mist Duo is being rolled out in Changi Airport this month followed by other limited edition and generic designs in the rest of travel retail from June. The product contains Shiseido’s proprietary technology and includes two 30ml bottles for a dual-step routine: Mist 1 replenishes hydration; Mist 2 transforms that spray into a moisturising gel. It also contains hyaluronic acids for both mists to be able to use them separately and Japanese Kirishima mineral spring water.