Shiseido brings shimmer to Sanya with Clé de Peau Beauté’s #FasterRenewal

By Kristiane Sherry |

Clé de Peau Beauté’s #FasterRenewal concept features a giant 3D screen, the first for the brand in GTR.

Japan-based Shiseido Travel Retail and China Duty Free Group (CDFG) have partnered to launch Clé de Peau Beauté’s #FasterRenewal concept in Sanya International Duty Free Shopping Complex, Hainan.

Taking place throughout February, the #FasterRenewal activation features a shimmering 360-degree animation showcasing The Serum skincare product and its key ingredient, Kelplex. 

Through an immersive online-to-offline (O2O) journey, travellers will learn about the product’s skin renewal claims. Kelplex, a blend of green, red and brown algae extracts, is said to boost the skin’s radiance. 

The Serum’s iridescent bottle is central to the showcase, which also includes a WeChat programme, gamification, and a giant, interactive 3D LED wall, a first for the brand in travel retail.

Immersing travellers in #FasterRenewal

The #FasterRenewal animation is based around The Serum’s recogniseable iridescent bottle. With gold pillars and huge iridescent rings, the aura-inspired presentation is said to symbolise the radiance the product imparts.

A large bottle of The Serum guides travellers to the interactive LED screen centrepiece. Movement triggers the aura sparkles across the 3D experience. Travellers then receive a QR code which directs to Clé de Peau Beauté’s Travel Retail Wechat Account, where they can also redeem a gift. 

Travellers can discover the other products in the Key Radiance Care range across discovery tables

In addition to The Serum, the animation highlights other products in the Key Radiance Care range across discovery tables. RFID technology and interactive screens detail product ingredients and benefits. 

Travel retail-exclusive products are showcased in separate areas, including a CDF-exclusive tower. This features CDF’s 2023 exclusive, Key Radiance Care & Enhancing Eye Contour Cream Supreme Set.  

KOL campaign support

The in-store activity is supported by a digital campaign. Clé de Peau Beauté Brand Friend and Chinese actor 唐晓天 (Daddi Tang) hosted a live stream on 9 February across CDF social media channels, driving traffic to its e-commerce platforms. 

Co-hosted by key opinion leader (KOL) 马修_MX, the pair took on tasks at ever-increasing speeds to communicate the concept of acceleration. Lucky prize draws were also held to increase engagement. 

Further digital and KOL activity will target travellers throughout their journeys, including across the dedicated WeChat programme. 马修_MX, 周小仙yoo, 来历历 and 陈白羊Yvonne all shared their experiences with the #FasterRenewal activation. 

A 9 February livestream was hosted by KOLs (L-R) 俊利, 凤仪, 唐晓天 & 马修

“We are proud to present Clé de Peau Beauté’s The Serum and cement its iconic status through the aura sparkle-inspired #FasterRenewal animation,” said Evelyne Ly-Wainer, Vice-President, Shiseido Travel Retail Asia Pacific. 

“With the resumption of travel, we look forward to engaging new and familiar shoppers to experience the power of accelerated skin renewal with our leading prestige brand. I would like to thank CDFG for their partnership and support as we continue to create unique value for travellers.”

Grace Wang, General Manager of Perfume & Cosmetics, Central Merchandising Division, CDFG, added: “It is our pleasure to partner with Shiseido Travel Retail to transport shoppers into the radiant world of Clé de Peau Beauté and engage them with an immersive 360-degree experience. 

“Shoppers in Hainan seek prestige brands, premium retail experiences and world-class service, and Clé de Peau Beauté’s elevated showcase of radiance offers a truly unforgettable retailtainment journey at Sanya International Duty Free Shopping Complex.”

Shiseido marked the recent Lunar New Year with a limited-edition beauty collection from brands including Clé de Peau Beauté.

Middle East

MEADFA Conference 2024 ‘heading to Abu Dhabi on 17-19 November’

This year’s Middle East & Africa Duty Free Association (MEADFA) Conference will take...

International

DFWC Q1 2024 KPI Monitor indicates rise in duty free impulse purchases

Impulse purchasing within global duty free is on the rise, according to the latest Duty Free...

Asia & Pacific

Avolta details “bold and ambitious” goals to grow its APAC business

With a number of key developments coming to fruition, including its operations at Wuhan Tianhe...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend