High-end skincare brand from the Shiseido Group, IPSA, marked the opening of its new counter with China Duty Free Group (CDFG) in Hainan with the launch of ‘Discover ME’; its debut on-counter animation on the island, staged in July and August.
IPSA has become well-known for offering customised beauty ‘recipes’ which address individual skincare needs; a message and mission it sought to amplify during its recent activation boosted by leading fashion and lifestyle KOL, Kakakaoo (pictured right).
Located at Sanya International Duty Free Shopping Complex, the new counter welcomed travellers to discover IPSA’s core Metabolizer (ME) skincare line through an immersive, digital experience.
Evelyne Ly-Wainer, Vice President Travel Retail Asia Pacific, Shiseido Travel Retail, commented: “Since it entered the travel retail channel in 2017, IPSA has garnered a loyal following among Chinese millennials for its bespoke recipes to bring out each person’s unique beauty.
“Travellers can now discover the ultimate customised skincare experience in a uniquely designed physical space. We would like to thank China Duty Free Group for their valuable support as we strive to offer more choice in skin beauty for Chinese consumers traveling to Hainan.”
Video blog from the IPSA counter by Chinese fashion and lifestyle KOL, Kakakaoo.
The ‘Discover ME’ animation took travellers on a bespoke skin journey to learn more about IPSA’s ME 9th Generation and other bestsellers.
After answering a series of questions, travellers received a boarding pass to a bespoke travel destination through eight unique landscapes, each accompanied by an original soundtrack and highlighting the key rejuvenation properties of IPSA ME.
The opening was supported by an integrated marketing campaign to drive traffic and awareness, and generated 11.3M impressions and 36,000 engagements through KOL seeding and a brand-led livestream shopping experience that was amplified through a partnership with leading fashion and lifestyle personality, Kakakaoo.
The livestream event, hosted on CDF social channels on 22 July, guided Chinese travellers through the IPSA counter, launch activation and exclusive sets, and featured a vlog by Kakakaoo (see video above).
Grace Wang, General Manager of Perfume & Cosmetics, Central Merchandising Division, China Duty Free Group, added: “We are pleased to build upon our longstanding partnership with Shiseido Travel Retail as we mark the opening of the new IPSA counter and the brand’s first on-counter animation in Hainan.
“Since its inception, IPSA has led the charge in personalised skincare in Asia, and we are excited for our discerning, millennial shoppers to re-discover the brand on their travels. We thank the team at Shiseido for their continued investment into Hainan as we continue to build the skin beauty market together.”
Founded in 1986, IPSA – originated from the Latin word for the self (‘ipse’) – offers a range of customised skincare products that are said to ‘regulate the skin’s metabolism and awaken its innate vital force to create translucent and radiant skin’.
At the new counter in Hainan, IPSA is keen to promote its renewed ME skincare line, designed to condition and maintain skin’s metabolism ‘to provide deep moisturisation’.
“Now in its ninth generation, the upgraded series rejuvenates skin cells with oxygen to boost renewal and improve metabolism on a cellular level,” adds the brand.
Besides the ME 9th Generation range, travellers are also encouraged to explore IPSA’s travel- and CDF-exclusive offerings, such as the IPSA CDF Exclusive Cleanse & Nourish Set.
Asia & Pacific,
Asia & Pacific,
Asia & Pacific,