‘Travel and Happiness’ was the theme as Shiseido Travel Retail teamed up with Japanese contemporary artist ShiShi Yamazaki and DFS Group in an exclusive campaign last month.
The promotion featured in key DFS locations worldwide.
The collaboration was “inspired by happiness and the freedom of travel”, Shiseido Travel Retail said of the campaign, which brought ShiShi Yamazaki’s animated characters to life in a fantasy world of flight and dance.
The Tokyo artist, whose works have been featured by Prada, Lumine and NHK, developed a 35-second video (click on the YouTube icon below to view) in a whimsical reinterpretation of Shiseido’s star product, Ultimune Power Infusing Concentrate.
She also designed the packaging for the travel retail exclusive Power Partners Super Duo (shown below) featuring Shiseido Ultimune (100ml) and Shiseido Vital Perfection White Circulator Serum (80ml).
The month-long campaign was supported by a 360⁰ programme spanning digital and in-store marketing. This included DFS’s official website and event micro-sites; social media platforms such as Facebook, Weibo, WeChat and Instagram; as well as via EDM (electronic direct mail) with DFS Loyal T members.
To drive online traffic to the stores, the campaign employed SMS geo-targeting to offer consumers the chance to redeem a free Shiseido sample in-store. Consumers who added the DFS Savings Passport to their mobile wallets received a push notification with redemption details, and they could then collect their gift at participating stores simply by showing their passes.
Instagram users were also encouraged to post their happiest pictures on their pages with the hashtag #DFSxShiseido, and visit the ShiShi ‘Happiness Booths’ in-store to print their photos on ShiShi luggage tags.
From 18–31 October DFS hosted a ‘Travel & Happiness’ event at the atrium of T Galleria Hong Kong, Causeway Bay, where shoppers were offered complimentary Shiseido beauty consultations, customised luggage tags and the chance to shoot a mini movie [click to view an example].
On purchases of HK$1200 (US$155) and above, customers received a ShiShi pouch set as a GWP, while Loyal T members had the option to top up an additional HK$500 (US$65) to receive an exclusive ShiShi mirror.
The campaign was capped by a flash mob performance on the street outside T Galleria Hong Kong, which Shiseido said created excitement and theatre for onlookers.
Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet commented: “The ‘Travel & Happiness’ campaign offered a fantastic opportunity to expand our longstanding partnership with DFS Group and support one of Japan’s most talented homegrown artists .
“ShiShi Yamazaki’s flight of fancy richly illustrates the magic of travel, and we took this concept a step further with a 360⁰ marketing approach that brought innovation to consumers and engaged them before they even began their journeys.
“Going forward, we will continue to explore retailer-exclusive initiatives and other similar opportunities to offer even more excitement and value to global shoppers.”
Footnote: Shiseido CEO Masahiko Uotani (below right) and Shiseido Travel Retail President Philippe Lesné (left) were the subject of a recent major interview by Martin Moodie. Click here to download.