Shiseido creates Japanese beauty showcase at Kansai International

By Trbusiness Editor |

Shiseido KIX Duty Free Kansai Airport Japan

The KIX Duty Free store features 10 Shiseido Travel Retail beauty brands.

Shiseido Travel Retail has unveiled a holistic showcase of Japanese beauty, in partnership with KIX Duty Free, at Kansai International Airport Terminal 1’s upgraded airside departures area.

The shop – described as the biggest walk-through duty-free store in Japanese international airport retail – features ten of Shiseido Travel Retail’s beauty brands, marking the company’s largest airport presence in the Japanese travel retail channel.

The brands showcased are Shiseido, Clé de Peau Beauté, Ipsa, The Ginza, Elixir, Anessa, Baum, Nars, Issey Miyake and Serge Lutens. The ten counters span more than 130sq m, making up the largest beauty space within the 2,500sq m store.

Exclusive promotions, including limited- time offers and special GWPs, anchored by a wide range of travel-exclusive products, have been created to celebrate the openings.

Shiseido elevates the beauty experience

Shiseido Travel Retail Japan Vice President Tatsuya Nagai commented: “We are proud to unveil this elevated Japanese beauty experience in the spectacular new-look KIX Duty Free. The thriving rebound in Japan’s tourism sector underlines the revitalisation of the region’s travel industry and fills us with optimism for the future of travel retail in Shiseido’s home country.

“On opening day, we saw double-digit sales growth, an encouraging result which stands as a testament to the unique value that Shiseido Travel Retail brings to travellers. I would like to express my sincere appreciation to our partner Kansai Airports for making this landmark collaboration possible.”

Shiseido Baum KIX Duty Free Kansai Airport Japan

The Baum brand’s first airport counter is a key highlight of the KIX Duty Free store.

A key highlight of the offer includes Baum’s first airport counter, following the brand’s travel retail debut at Mitsukoshi Ginza Department Store in downtown Tokyo last December.

The counter offers a wide selection of skin, mind and body care products, including the Baum Hydro Essence Lotion and Moisturising Oil, alongside eco-friendly reusable tote bags.

Shiseido brand showcase KIX Duty Free Kansai Airport Japan

The 10 brands showcased at the location are Shiseido, Clé de Peau Beauté, Ipsa, The Ginza, Elixir, Anessa, Baum, Nars, Issey Miyake and Serge Lutens.

The Clé de Peau Beauté’s 40sq m counter represents one of Shiseido Travel Retail’s largest showcases at KIX Duty Free. It features the brand’s new Radiant22 design concept and spotlights selected hero skincare and makeup lines, in addition to a virtual makeup try-on tool.

From December 2023 to February 2024, a Clé de Peau Beauté outpost is showcasing the brand’s Supreme Age Artisans collection, travel-exclusive offerings and GWPs. These are complemented by a skin analysis and consultation experience, in addition to free skincare samples.

The KIX Duty Free beauty zone incorporates a dedicated display showcase for cross-brand promotions between Shiseido, Clé de Peau Beauté and The Ginza. The modular fixture design accommodates diverse visual merchandising opportunities based on the different brands’ promotional campaign strategies.

READ MORE: Shiseido launches LIFT Ventures early-stage beauty investment fund

READ MORE: Shiseido teams up with DFS to open The Ginza boutique in Macau


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