BAUM makes GTR debut in downtown Tokyo with Japan Duty Free Ginza

By Kristiane Sherry |

Shiseido has launched its BAUM brand into GTR with a downtown activation in Tokyo

Shiseido Travel Retail has launched prestige skincare and wellness brand BAUM into global travel retail with a counter at Mitsukoshi Ginza Department Store in downtown Tokyo.

Operated by Japan Duty Free Ginza and situated on the 8th floor of the store, Shiseido has dedicated a 25 sqm experiential space for travellers to experience ‘reinvigoration’.

Known as the The ‘BAUM Perch’ experience, the concept centres around a curved oak counter where beauty therapists offer consultations amid the sounds and scents of the forest. 

The space makes use of deep greens and natural woods with black and white accents. Shelving and podiums feature tree-ring designs to reinforce the brand. 

A self-trial podium encourages shoppers to engage with the brand through a dedicated iPad and educational panelling. 

Personalised beauty consultations are based on BAUM’s ‘forest bathing’ – or Shinrin-yoku Biyou – ritual, designed to evoke the tranquillity of forests through hydration and scent. 

Sustainability is central

BAUM’s launch into GTR is said to support Shiseido’s objective to build a more sustainable future. 

Founded in 2020, the brand is named after the growth rings in a tree, and focuses on the skin’s ability to preserve itself, regardless of age or gender. It’s made from blended, mainly tree-derived ingredients. The range spans facial, and body skincare, and aroma products for the mind.

BAUM products are based on the concept of forest bathing

The whole range is free from parabens, silicones, synthetic colourants, and is formulated with at least 90% natural-origin ingredients. 

Hero products include BAUM Hydro Essence Lotion, BAUM Moisturizing Oil and BAUM Eau De Cologne. 

Philippe Lesné, President & CEO, Shiseido Travel Retail, says BAUM ‘carves a new standard’ in beauty

Its packaging comes from sustainable sources, including upcycled and repurposed oak. The brand also offers refillable products and resuable bags.

“BAUM’s addition to our prestige portfolio in travel retail is an important development that reinforces Shiseido’s ambition to become the global leader in skin beauty by 2030,” said Philippe Lesné, President & CEO, Shiseido Travel Retail.

“We have evolved with consumers’ needs for responsible products, and BAUM carves a new standard in Japanese beauty with its sustainable tree-powered proposition. 

“We look forward to introducing travellers to a new generation of skin beauty innovation, in collaboration with our key partner, Japan Airport Terminal Company Limited.”

Last year Shiseido Travel Retail opened six new boutiques at China Duty Free Haikou International Duty Free Shopping Complex.

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