The TR NEW Retail by Shiseido: Shiseido Travel Retail showcases enhanced digitalisation and omnichannel strategies : Moodie Davitt Report

Shiseido Travel Retail’s Platinum Suite presents the Japanese skincare giant’s vision of the new retail landscape **(#Virtual Stand BT-P4)**

Shiseido Travel Retail has unveiled its Platinum Suite at the Moodie Davitt Virtual Travel Retail Expo. The suite is themed ‘The TR New Retail by Shiseido’ and explores how Shiseido Travel Retail has pivoted and adapted to the new travel retail landscape.

The suite takes visitors on a journey through the company’s key growth strategies and new product innovations, which now include recently-acquired brands The Ginza, Drunk Elephant and Tory Burch.

The suite experience also includes a ‘Power Hour’ guided tour which is region-specific and led by Shiseido Travel Retail representatives. Guests begin their journey at the suite lobby — designed to unfold like the pages of a book — where they can discover Shiseido’s powerful portfolio of brands.

The Insights Gallery highlights the consumer data that powers Shiseido Travel Retail’s omnichannel strategies

They continue at the ‘New Retail’ desk, where a virtual beauty consultant takes them through the Japanese beauty giant’s new travel retail solutions. This includes the company’s new ‘Share STR mobile application,’ an internal digital education programme with a focus on safety and sanitation.

The New Retail desk also showcases Shiseido’s next-generation store counter concepts and social connectivity tools. Airfree for example, presents end-to-end ecommerce solutions for the inflight channel.

The Insights Gallery — which is led by Shiseido Travel Retail’s Consumer & Marketing Intelligence team showcases the consumer insights that power the company’s product innovations and omnichannel strategies.

The Shiseido brand room was inspired by the brand’s ‘ALIVE’ counter concept

“Since 1872, Shiseido has been at the forefront of beauty innovation and our participation at the Virtual Travel Retail Expo reflects this pioneering spirit,” commented Shiseido Travel Retail President & CEO Philippe Lesné. “As we pivot our business to adapt to an ever-changing global environment, we are strengthening our commitment to digital innovation and the traveller experience, with consumer-centricity at the heart of all our marketing strategies.

“We are excited to showcase our plans for the future of travel retail and reinforce Shiseido Travel Retail as an ideal long-term collaborator among our partners in the Trinity as the channel works towards recovery and growth.”

Each one of the brand rooms in Shiseido Travel Retail’s Platinum Suite offers a unique virtual experience that showcase the USPs of Shiseido Travel Retail’s 15 brands in the skincare, makeup and fragrance categories.

Discover Shiseido Travel Retail’s Portfolio of brands

SKINCARE

Shiseido
Inspired by the new ALIVE store design counter concept, the SHISEIDO room is brought to life with elements of a Japanese garden using materials, aesthetics and digital technology. Visitors can explore the different touchpoints within the room and discover SHISEIDO’s brand strategy and 2021 roadmap.

Clé de Peau Beauté
Clé de Peau Beauté, which marries Japanese cutting-edge science and technology with exquisite French elegance, brings visitors on a radiant journey to experience a world of luxury and discover the Japanese prestige beauty brand’s 2021 plans.

The Clé de Peau Beauté brand room exudes the same premium branding as the prestige skincare brand

THE GINZA
THE GINZA’s brand philosophy of true beauty and minimalism is captured in the physical manifestation of its virtual room, comprising grid lines, a vast expanse of white and silver and simplicity– all of which are core values of this uber-luxe skincare brand.

IPSA
The brand’s philosophy of regulating the skin’s metabolism and awakening the skin’s innate vital force is reflected in the room design; the Time Reset Aqua movie is featured on the entire back wall, while the brand’s cult heroes — the Metabolizer, The Time Reset Aqua and Serum 0 — are whimsically displayed on the minimalist shelving, emphasizing the brand’s avant-garde personality.

ELIXIR
The ELIXIR showcase is set against an elegant backdrop of champagne gold, with cult-favorite products such as the Superieur Wrinkle Cream prominently displayed.

ANESSA
Set against a backdrop of sun and sea, the room portrays ANESSA’s outstanding UV protection and strength against heat, water and sand, and it showcases the brand’s positioning in providing superior UV skincare protection during activities under the sun.

Drunk Elephant
Entering the House of Drunk, visitors will discover their ‘skin’s happy place’ in a room that showcases the brand’s unique identity and philosophy, while exploring the brand’s vibe, innovations and retail concepts for travel retail.

The Drunk Elephant Room invites visitors to discover their skin’s happy place

MAKEUP
NARS
NARS invites visitors to experience the brand’s innovations in the room themed with the latest Air Matte Lip Color Collection . Here, visitors will discover all the key bets and consumer innovations of 2021 in this visually impactful and seductive room.

The NARS brand room was inspired by the makeup brand’s ‘Air Matte Lip Color Collection’

Laura Mercier
Visitors will have the opportunity to experience Laura Mercier’s Paris-New York heritage, while discovering the different touchpoints within the room and learning more about the brand’s 2021 strategy and product innovations.

bareMinerals
Set against the backdrop of nature, this virtual room experience is inspired by the brand’s philosophy of being a clean conscious brand. Visitors will discover the brand’s philosophy, innovations and how it comes to life in travel retail.

FRAGRANCE
Dolce & Gabbana
Inspired by Mr. Gabbana’s apartment, with its signature bold and unique patterns that are used in fashion, visitors will be enveloped in an Italian experience while discovering the brand’s 2021 innovations in the new Dolce&Gabbana Beauty concept.

The Dolce & Gabbana brand room was inspired by the Stefano Gabbana’s apartment

Issey Miyake
Here, visitors can explore the Issey Miyake universe that combines both innovation and nature to reveal a unique consumer experience.

Narciso Rodriguez
Visitors will journey through an art gallery that is inspired by Narciso Rodriguez’s passion for art and a reflection of the brand’s story and origins. They can also learn more about the brand’s 2021 plans.

Serge Lutens
Inspired by Mr. Lutens’s library, visitors will be immersed in the Serge Lutens collection that is based on emotions and scents while discovering the brand’s new launches for 2021.

Tory Burch
Fashion house Tory Burch expands its knowledge into beauty with its unique vision. The room’s innovative concept reflects the brand’s values and invites visitors to experience its new world of beauty.

Discover Shiseido Travel Retail’s Portfolio of brands

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