Shiseido Travel Retail has reaffirmed its commitment to its Vision 2020 targets as it gets ready to embark on the second phase of the Shiseido Group’s corporate plan in 2018.
Shiseido Travel Retail President Philippe Lesné said: “The first phase of Vision 2020 marked the inception of Shiseido Travel Retail, and the unification of our cosmetics and fragrance businesses last year has given new impetus to our growth in this dynamic, fast-growing channel. We closed FY2016 with a solid +28% net sales growth (including fragrances and Travel Retail Japan) – three times above the market – and in the first half of 2017, net sales surged by close to +80%.”
Lesné continued: “We are extremely encouraged by these results and are in prime position to achieve our 2020 goals of more than US$2 billion in retail sales, 8% market share, and a fourth ranking among beauty groups in global travel retail. Our share of total Group sales is expected to exceed 7% in 2017, which keeps us on track to hit our target of 10% share by 2020. Now that we have laid a solid foundation for growth, we are ready to take on all the challenges and opportunities that the next phase will bring.”
“We closed FY2016 with a solid +28% net sales growth (including fragrances and Travel Retail Japan) – three times above the market”
In line with the unification, Shiseido Travel Retail consolidated its presence at the recent TFWA World Exhibition with a newly relocated booth that presented its entire brand portfolio in the same space.
With the theme of ‘Modern Japan’, the 446sq m booth blended traditional Japanese aesthetics and contemporary design. The space aimed to bring together the worlds of beauty, art, culture and technology. The champagne gold and grey colour scheme was complemented by warm lighting, soft carpeting, light wood finishing and green plants.
In a nod to Shiseido’s Japanese heritage, the booth featured motifs of the symbolic Hanatsubaki (camellia) logo and octagonal shapes, inspired by the original powder packaging introduced by Shiseido in the 1900s. The octagon is also a symbol of the Eight Trigrams (八卦) that form the basis of the Chinese Confucian classic Yi Jing (Book of Changes), from which the name ‘Shiseido’ (資生堂) originated.
The booth also featured several large LED screens which played the latest brand campaigns and a 360-degree video of art collective teamLab’s ‘A Forest Where Gods Live’ art exhibition, sponsored by Shiseido Group.
Dedicated alcoves were designed to highlight the company’s diverse portfolio of skincare, make-up and fragrance brands.
Shiseido’s new ‘Wow Window’ took centre stage at the company’s stand. The digital video installation depicted a variety of abstract icons in 3D, including the camellia logo, lipsticks, flower petals, crystals, moving water, and compact cases. The product launch line-up was headlined by the enhanced Ultimune Power Infusing Concentrate, new skincare line Essential Energy and the travel retail-exclusive 24 Hour Defense Mist Duo. A ‘Beauty Reimagined’ wall, designed in collaboration with the Make-up Center of Excellence, offered a preview of Shiseido’s major new colour cosmetics collection launching in Fall 2018.
Clé de Peau Beauté presented its Spring/Summer 2018 retail design concept, with more than 860 Swarovski crystals strung from the ceiling. The brand’s new Firming Serum Supreme, the travel retail-exclusive Ultimate Radiance Trio and the gemstone-inspired SS18 make-up collection were highlighted.
IPSA made its travel retail debut with a minimalistic design concept, said to be inspired by Millennials’ love of naturality. The skincare brand’s Aqua Time Reset and range of Metabolizers stood alongside wooden picture frames with plant imagery to create a ‘homely’ feel.
Shiseido’s make-up brands, led by NARS and its focus on lips, were presented in the foyer area. A large LED screen aired the Fall 2017 campaign, while a tower display showcased the ‘Lips to Style’ travel retail counter concept which sorted NARS’ lip products into four shade ‘families’. NARS make-up artists were also on hand to offer lip makeovers to booth visitors.
bareMinerals and Laura Mercier were characterised by neutral colours, sleek countertops and clean lines, reflecting their natural beauty ethos. bareMinerals presented its latest mineral-rich innovations such as the BarePro Performance Wear Liquid Foundation and Gen Nude Powder Blush. Laura Mercier made its first appearance in Cannes with its Caviar Stick Eye Colors, primers and best-selling setting powders.
Dolce&Gabbana’s product offer was showcased on a beachfront terrace. The brand’s fragrance and make-up portfolio was displayed on shelves which replicated its travel retail counter design. New launches were shown from its existing fragrance pillars, including The One EDT and The Only One for women, and Dolce Garden targeting Millennials. Light Blue Italian Zest, a new limited edition for men and women, was prominently showcased on the terrace.
Issey Miyake highlighted new masculine and feminine fragrances for 2018. For men, the brand previewed L’Eau Super Majeure d’Issey, the EDP version of the recently launched L’Eau Majeure d’Issey, with a woody, smoky twist. For women, it introduced L’Eau d’Issey Pure Nectar de Parfum, updating the Pure fragrance with notes of pear, rose and sandalwood.
Narciso Rodriguez unveiled new feminine fragrance Narciso Rouge, housed in a bold red bottle in the range’s signature flanker shape.
Rounding out the fragrance line-up were the artisanal Serge Lutens with Dent de Lait; Elie Saab with an extension of the newly launched Girl of Now, called Girl of Now Shine; and Zadig & Voltaire with new feminine fragrance Girls Can Do Anything.
Lesné concluded: “The 2017 TFWA World Exhibition marked the actualisation of our ‘One Shiseido, One Travel Retail’ vision – a goal we have been working towards as part of our wider Vision 2020 plan. Together with the President and Group CEO of Shiseido, Masahiko Uotani*, we are bolstering our commitment to travel retail and will continue to develop the business to become a key revenue driver for the Group.
“Going forward, we will accelerate growth by focusing on four pillars: insights-driven marketing, sales productivity, operational excellence, and expansion of our portfolio, particularly our core brands Shiseido, Clé de Peau Beauté, NARS Cosmetics, and Dolce&Gabbana.”
*NOTE: Look out for Martin Moodie’s forthcoming interview with Masahiko Uotani.
