CHINA. Shiseido Travel Retail and China Duty Free Group (CDFG) have strengthened their partnership with a major activation at the Sanya International Duty Free Shopping Complex in Haitang Bay.
The ‘Red Ginza Street pop-up’ was launched with a celebratory media event on 30 August, along with the exclusive pre-launch of the new Shiseido Ultimune Power Infusing Eye Concentrate.
Shiseido’s Red Ginza Street campaign kicked off in June with a series of eye-catching pop-ups across major China Duty Free Group locations. It began with Shanghai Pudong Airport Terminal 1, followed by Beijing Capital International Airport and, most recently at Haitang Bay on Hainan Island.
The campaign was inspired by Shiseido’s Japanese heritage and blends “Tokyo modernity with traditional Japanese culture”. The striking pop-up in Sanya transports shoppers to Ginza Street, the luxury shopping district where Shiseido was first established in 1872. It features Shiseido’s familiar red colour palette and mimics the busy intersections of Tokyo, which have also become a familiar symbol of contemporary Japanese culture.
The Shiseido Red Ginza Street pop-up in Haitang Bay invited guests to “check-in to the future of skincare”. The pop-up occupied the central atrium space and was considered a milestone for Shiseido and CDFG’s partnership. To accompany the activation, Shiseido also launched a CDFG exclusive set comprising the Ultimune Power Infusing Concentrate (100 ml) and the Ultimune Power Infusing Eye Concentrate. (15 ml)
This is the first time that CDFG has collaborated with a brand to offer High Definition (HD) live streaming on its social media platforms
The activation featured a dazzling blend of beauty and technology. The first stop was a registration zone where guests received a unique QR code to be used for the duration of their experiential journey. This was followed by an interactive game where customers levelled up their ‘eye power’ by completing various checkpoints throughout the booth.
The first checkpoint was called ‘Eye See the World’ and used augmented reality technology to record a time lapse video of visitors’ journeys from Sanya to the upscale Ginza district in Tokyo. The second was called ‘Eye Set My Future’ and allowed visitors to share inspirational messages on the digital wall.
The third checkpoint was the ‘Beauty Bar,’ where consumers learned about the Shiseido Ultimune Power Infusing Eye Concentrate. They also received invigorating beauty treatments care of Shiseido’s beauty consultants. These included a Skin Immunity Boost Massage using Shiseido’s Ultimune Range and a Flash Lips Makeover embracing Shiseido make-up products.
The last checkpoint was called ‘Eye Win! Exclusive’. With a minimum purchase, guests could play a vending machine game where they could win Shiseido branded travel essentials including a travel adaptor, travel pillow, luggage tag, and mirror.
Despite stormy weather in Sanya, the glamorous launch event was attended by plenty of local KOLs, media, and by Shiseido brand ambassador Chinese actor Huang Xuan. The actor is renowned for his leading roles in blockbuster movies such as The Legend of Mi Yue, The Interpreter, and Extraordinary Mission.
The star-studded event was also live streamed in high definition on CDF Sanya’s Weibo and Yizhibo channels. This is the first time that CDFG has collaborated with a brand to offer live streaming on its social media platforms.
For Shiseido Travel Retail Asia Pacific General Manager Kenji Calméjane, the pop-up was an opportunity to deepen the brand’s partnership with China Duty Free Group and to bring its unique Japanese heritage to life in Sanya. He commented: “We are honoured to collaborate with China Duty Free Group to unveil Shiseido’s new Ultimune Power Infusing Eye Concentrate in this world-class, downtown complex in Sanya. Thank you to China Duty Free Group for sharing our vision and helping to tell the story of Shiseido’s Red Ginza Street.”
He added, “Our innovative new product, coupled with our Red Ginza Street pop-up, creates a winning combination and this activation is another exquisite example of what we are capable of. I am really excited to share it with our consumers — it truly brings our brand story to life and ticks all the boxes for an enthralling and memorable brand experience.”
According to China Duty Free Group Director of Perfume and Cosmetics Terry Chua, the demands of the travelling Chinese customer are constantly changing. It is essential therefore to be ahead of the curve when it comes to consumer trends, he noted. Chua commented: “We are pleased to be the first in travel retail to launch the Shiseido Ultimune Power Infusing Eye Concentrate and to present it to our Chinese consumers before anyone else.
“The methods of engaging the influential Chinese consumer are always changing, so having a brand partner like Shiseido, who is always on the pulse of the latest consumer trends, is extremely valuable in this industry.”
The Shiseido Ultimune Power Infusing Eye Concentrate The Shiseido Ultimune Power Infusing Eye Concentrate was launched into global travel retail last May. The reformulated eye concentrate contains ImuGeneration Technology and a 24-hour moisturising anti-ageing formula. The eye concentrate also offers a Smoothing Defense Complex, which protects the eye area from five key eye concerns — roughness, wrinkles, dark circles, puffiness, and loss of resilience. The complex also reduces damage caused by skin friction by 30%. The Shiseido Ultimune Power Infusing Eye Concentrate is now available in travel retail locations worldwide. |
Here is a snapshot of The Moodie Davitt Report’s Fashion, Beauty & Social Media Editor Hannah Tan-Gillies’s exclusive social media coverage of The Red Ginza Street pop-up launch
