Shiseido Travel Retail is ushering in the Lunar New Year by revealing limited editions from its prestige brands Shiseido, Clé de Peau Beauté, Elixir, Anessa, Nars and Laura Mercier.
The collections feature festive packaging in red and gold, which are the traditional colours of the Lunar New year Holiday. They include a wide range of travel retail exclusives and are now available in selected regions.
“The arrival of the Spring Festival signifies new beginnings and possibilities, and we have carefully curated and reimagined our bestsellers to reflect this aspiration of a fresh start,” said Shiseido Travel Retail Vice President Marketing & Innovation Elisabeth Jouguelet.
“In these uniquely difficult times, we hope the range will inspire joy in our consumers as they usher in the Year of the Ox with renewed strength, resilience and positivity for a better year ahead.”
Shiseido has reimagined its best-selling travel retail-exclusive Ultimune Power Infusing Concentrate (100ml) and Vital Perfection Uplifting and Firming Cream (50ml) in a limited-edition red and gold motif. The Blooming New Year Collection was inspired by the art of calligraphy and features striking imagery of blooming flowers and brush strokes.
The Ultimune Power Infusing Concentrate — one of Shiseido’s hero products — contains ImuGeneration Technology which protects skin against daily damage and skin-ageing. The Vital Perfection Uplifting and Firming Cream features ReNeura Technology++ which strengthens the skin and fights the visible signs of skin-ageing. It has also been infused with Kurenai-TruLift Complex which boosts skin regeneration.
The launch is supported by a 360° digital campaign that will drive traffic to China Duty Fee Group’s (CDFG) online store and to Shiseido’s travel retail stores in Hainan. The campaign also includes programmatic advertising as well as amplification on CDFG’s website, social media channels and ecommerce platform.
The omnichannel campaign also features a gamification element on WeChat. Shiseido has launched the ‘Discover Your Fortune with Shiseido’ game which asks players to open destination-themed fortune cookies that will reveal a lucky animal or blessing for the new year. Players are encouraged to invite friends to play and open as many fortune cookies possible within a time limit. High-scorers are published on a weekly leader board and get the chance to win an exclusive array of Shiseido prizes.
Shiseido’s Blooming New Year Collection is now available in Asia Pacific, Japan and Americas travel retail.
Clé de Peau Beauté
Clé de Peau Beauté has collaborated with paper artist Helen Musselwhite to redesign its travel retail-exclusive The Serum (100ml) in a red and gold paper fan motif.
The limited-edition The Serum will launch in Japan travel retail from 21 January and in Asia Pacific and Americas travel retail beginning February.
The Serum is the first step of Clé de Peau Beauté’s Radiance Care ritual. Its super-absorbent formula boosts skin intelligence, making it softer, healthier and more radiant.
Elixir has unveiled limited-edition packaging for its best-selling anti-ageing moisturiser duo set. The Superieur Lifting Moisture Lotion II and Emulsion II are presented in new jumbo-sized 300ml bottles, featuring an illustration of the Ox, the zodiac animal year for 2021.
The Superieur Lifting Moisture Lotion II and Emulsion II boost the skin’s ‘Tsuyadama’ which in Japanese, translates to the cheeks’ natural glow from within. Both products contain an aqua-floral scent and have been infused with skin-elasticity boosting watercress complex, soluble collagen and a variety of moisturising ingredients to enhance the skin’s dewy texture.
The Lotion II formula deeply penetrates the skin, while the Emulsion II formula has been infused with brightening m-Tranexamic Acid to prevent darkening.
The travel retail-exclusive duo is now available in Asia Pacific and Japan travel retail.
Anessa has repackaged its travel retail-exclusive Perfect UV Sunscreen Skincare Milk (90ml) duo set in a limited-edition Lunar New Year design.
The Perfect UV Sunscreen Skincare Milk offers SPF50+ PA++++, which is the highest SPF and PA protection under Japan’s regulations, offers a water-resistant veil of protection. Its intensive formula has been infused with Anessa’s Triple Defense Technology. The technology featurs the Anessa Thermo Booster Technology which enhances UV protection with heat; and the Anessa Aqua Booster EX Technology which strengthens UV protection in contact with sweat.
The set is now available in Asia Pacific and Japan travel retail.
Nars has released a limited-edition Lunar New Year range which features a delicate floral design in a striking red motif.
The collection comprises the Light Reflecting Setting Powder, four lipsticks and the Quad Eyeshadow in Deep Sunrise and Bayadère. The collection is now available in Asia Pacific travel retail.
The Light Reflecting Setting Powder’s weightless formula contains microfine mineral powders with Glycerin and Vitamin E to protect against skin dryness.
The powder is equipped with Photochromic Technology that diffuses light to make skin look smoother and more radiant. It is available in the translucent Crystal shade.
The four lipsticks contain a blend of moringa and passion fruit seed oils to boost colour-vibrancy and moisture. They are available in matte or satin finishes and comes in four shades: Intrigue, Banned Red, and in two new shades Wen Wo and China Rose. Wen Wo and China Rose are not available in China travel retail.
The Quad Eyeshadows offers high-impact long-lasting colour payoff. The formula has been infused with Pigment Powder Suspension technology and can be used both wet and dry. The Quad Eyeshadow in Deep Sunrise is not available in China travel retail while the Quad Eyeshadow in Bayadère is exclusively available in China travel retail.
Laura Mercier has redressed its best-selling products in red and gold packaging for the Lunar New Year.
The collection comprises the Translucent Setting Powder with Puff, Rouge Essentiel Silky Crème Lipstick in Lucky Rouge and the Flawless Lumière Radiance-Perfecting Cushion.
The Translucent Setting Powder delivers a sheer matte finish and soft-focus effect that lasts up to 16 hours.
The limited-edition Rouge Essentiel Silky Crème Lipstick in Lucky Rogue delivers high-impact colour with a lightweight satin finish. The formula has been infused with Mediterranean Sea Algae extract to smooth skin’s appearance.
The Flawless Lumière Radiance-Perfecting Cushion is a high-performance foundation that gives buildable, luminous, second-skin coverage that lasts up to 12 hours. The formula also contains soothing and brightening waterlily extract, diamond power with natural colour correctors, anti-ageing pollution barrier and SPF50 UVA/UVB PA++++ sun protection.
The collection is available in Asia Pacific and Americas travel retail, with the assortment varying in availability across different regions.