Shiseido Travel Retail hosted the first Japanese Beauty workshop at the TFWA World Exhibition & Conference in Cannes this morning (3 October).
The event, chaired by The Moodie Davitt Report President Dermot Davitt, sought to provide an introduction into the increasingly international phenomenon.
As reported, Shiseido also announced a partnership with Jewel Changi Airport and art collective teamLab at the workshop. The partners will create a “multisensorial” art installation at the airport, which is scheduled to open in 2019.
Shiseido defined Japanese Beauty, also known as J-Beauty, as a “unique and growing beauty segment, which is sourced and built upon virtues and concepts that extend far beyond the products consumers use every day”. The concept is based on some of Japan’s core values, such as nature, craftsmanship, art, attention to detail and innovation.
Shiseido Travel Retail President and CEO Philippe Lesné told delegates: “Despite its long heritage and traditions, Japanese Beauty is really only now starting to blossom on the global stage. Built on foundations of a very strong domestic beauty market in Japan and a lot of attention on Japan as a destination and cultural reference, the Japanese Beauty segment represents a huge opportunity for brands, retailers and landlords in the travel retail channel. Shiseido Travel Retail is committed to playing our role as the pioneer and leader in this space over the coming years.”
For Shiseido, Japanese Beauty is about encouraging consumers to “broaden their horizons” by creating a connection with another culture. They can incorporate elements of Japanese art, philosophy and culture into their daily beauty routines, going beyond the application of make-up and skincare.
“In Japan, we express profound feelings without saying very much, leaving it to the recipient to receive, understand, and enrich the context,” said Shiseido Group Corporate Creative Officer, Creative Division Naomi Yamamoto.
“To an extent, Japan’s aesthetic sense includes the ability to see things that are invisible. We get a sense of value by seeing the universe from the perspective of the whole.
“Shiseido’s first President, Shinzo Fukuhara, was the artist at heart. Our job is to keep moving that legacy forward – by understanding it and evolving it to be current, yet always maintaining a sense of timelessness.”
Shiseido also noted the importance of the principle of Kansei engineering, a concept which is about developing or improving products and services by translating the customer’s psychology into the product design. “Japanese scientists and engineers are motivated by a cultural sensitivity that they share, and awareness of the nuances of the human experience,” the brand said.
Building on this, Japanese Beauty aims to combine scientific advancements with beauty aesthetics, infusing innovation with tradition, Shiseido explained. “These products focus on solving problems functionally, while making consumers feel good, and offering a transcendent experience. Key characteristics include exquisite textures that enhance product benefits, packaging with a high-quality look and feel and subtle fragrances that add to the joy of using the product. Japanese Beauty products are created from a point of empathy.”
Shiseido Group Corporate Executive Officer Youichi Shimatani concluded: “With the largest R&D programme of any beauty company in Japan, we are always mining the possibilities of science to improve beauty. Blending scientific advancements with beautiful aesthetic qualities, we infuse several paradoxes, such as innovation with tradition and nature and technology.”
