#StrongSouls: Shiseido capitalises on ‘runaway success’ of 24-hr Defense Mist Duo

Shiseido stepped up its #StrongSouls campaign through August with an ambitious Japanese travel retail promotion for a limited edition of its 24-hr Defense Mist Duo line.

Locations included Narita, Kansai, Fukuoka and Chubu Centrair airports, as well as Lotte Duty Free Ginza (in Tokyo’s renowned downtown) shopping district.

Popping up in style: High-profile Shiseido promotions featured in several Japanese travel retail outposts, this one at Kansai International Airport.

Travellers could have skin immunity checks, sample the Ultimune Power Infusing Concentrate and experience the 24-hr Defense Mist Duo.

Shiseido Travel Retail Vice President of Marketing and Innovation Elisabeth Jouguelet said: “The 24-hr Defense Mist Duo has been a runaway success, so we are thrilled to bring it directly to our travelling customers, enabling them to experience the benefits first hand.”

24-hr Defense Mist Duo was Shiseido’s first product developed exclusively with the traveller in mind, explained the brand. It is designed to keep skin hydrated, radiant and supple in the air and on the go.

The travel retail exclusive comprised a limited-edition Japan duo of mists. The packaging was designed by Japanese contemporary artist ShiShi Yamazaki and tailored to five countries – Thailand, Singapore, USA, Hong Kong and Japan.

Turning Japanese: The limited-edition of Shiseido’s Japan mist duo, designed by contemporary artist ShiShi Yamazaki.

All versions feature Yamazaki’s signature ShiShi girls in different country-specific outfits along with distinct icons to create a Sense of Place and exclusivity. Yamazaki’s involvement continues Shiseido’s Beauty X Art collaboration, which supports emerging artists.

Partnership with ANA and travel retailers

Shiseido has also tied up an exclusive partnership with ANA to promote 24-hr Defense Mist Duo and Ultimune Power Infusing Concentrate through its inflight magazine plus movie, website, WeChat, Weibo and Alipay platforms.

Shiseido Travel Retail is partnering with major travel retail companies Sunrise, DFS, Shilla Duty Free, King Power, CNSC, as well as key opinion leaders (KOLs) such as Lin Jia Xi, Bu Shi Mo Gu and Mei Qi Shi Wo to amplify the 24-hr Defense Mist Duo. The company is embracing traditional social media platforms (Facebook and Instagram) and popular Chinese ones such as WeChat, Weibo and Little Red Book.

How the exclusive partnership with ANA for 24-hr Defense Mist Duo and Ultimune Power Infusing Concentrate is represented in the inflight catalogue.
Shiseido is being promoted via the websites and other platforms of top travel retailers such as Sunrise, DFS, The Shilla Duty Free, King Power and CNSC.
Key opinion leaders (KOLs) have also been drafted in to get the message out about 24-hr Defense Mist Duo.

Travel retail acceleration

Japan’s Shiseido Group has been accelerating its travel retail focus in recent years resulting in impressive like-for-like sales gowth of +47% to top US$400 million in its latest half-year results. The channel is considered a territory in its own right and is one of six regional entities, with Shiseido Travel Retail established in May 2016 and headquartered in Singapore.

The company’s portfolio includes skincare brands Shiseido, Clé de Peau Beauté, Anessa and IPSA; make-up brands NARS, bareMinerals and Laura Mercier; as well as fragrance brands Dolce & Gabbana, Issey Miyake, Narciso Rodriguez, Elie Saab, Alaïa Paris, Zadig & Voltaire, and Serge Lutens.

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