Shiseido has teamed up with Japanese contemporary artist ShiShi Yamazaki and DFS Group in an exclusive campaign called ‘Travel & Happiness’ which took place last month in select DFS locations worldwide.

 

Inspired by happiness and the freedom of travel, the Tokyo-based artist, whose works have been featured by Prada, Lumine and NHK, has developed a 35-second video in a reinterpretation of Shiseido’s star product, Ultimune Power Infusing Concentrate.

 

She has also designed the packaging for the travel retail exclusive Power Partners Super Duo, featuring Shiseido Ultimune (100ml) and Shiseido Vital Perfection White Circulator Serum (80ml).

 

The month-long activation was supported by a comprehensive digital and in-store marketing campaign including DFS Group’s official website and event micro-sites; social media platforms such as Facebook, Weibo, WeChat and Instagram; as well as via EDM 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 specially designed 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 discovered the beauty of travel with Shiseido with complimentary beauty consultations, customised luggage tags and the chance to shoot a mini movie.

 

With purchases of HK$1200 and above, customers could receive a ShiShi pouch set as a GWP, while Loyal T members had the option to top up an additional HK$500 to receive an exclusive ShiShi mirror. In addition, a flash mob performance took place on the street outside T Galleria Hong Kong, creating further excitement and theatre to the delight of 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 at the same time.

 

“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.”

 

The below video has been watched almost two million times on the DFS Official YouTube channel.