Shiseido makes Hainan summer splash with CDFG tri-party collaboration

By Kristiane Sherry |

Shiseido’s triple-pronged campaign is the first of its kind for the brand.

Beauty house Shiseido Travel Retail has unveiled its Summer Campaign across Hainan, a first-of-its-kind tri-party collaboration with China Duty Free Group (CDFG) and eight hotels across the island.

Running through May and June, the campaign builds on the inaugural 2022 activity with a 360-degree, online-to-offline activation that represents a new connected consumer experience. 

Digital, in-resort and on-counter touch points all align, with Shiseido’s anti-ageing Vital Perfection range given a playful holiday theme with tropical elements. 

The integrated campaign particularly targets younger travellers with a message to revitalise both skin and mind while travelling. 

Gamification with prizes

The flagship hotel animation is located inside the Crowne Plaza Sanya Haitang Bay Resort. 

Alongside the touch points, product discovery areas, and surf-inspired photo wall, online and offline gamification activity offers exclusive gifts as prizes. 

The activity is supported by a dedicated H5 mobile game, and on-counter and in-store animations in duty free malls across the island. 

Shiseido’s summer campaign focuses on a TREX pack.

Travel-exclusive sets are also available to purchase through e-commerce and on-counter in Hainan, featuring hero products Vital Perfection White Revitalizing Softener Enriched and Vital Perfection White Revitalizing Emulsion Enriched. The sets are available in limited quantities, alongside gifts with purchase (GWPs).  

In addition, a partnership with Alipay has been designed to reach Chinese digital natives through GWPs, coupons, hotel room drops and prominent out-of-home ads at Sanya Phoenix International Airport and inside two hotels.

The summer activity is further strengthened by a far-reaching digital strategy, including media, a WeChat mini programme, KOL engagement, and livestream activities. 

‘Inspiring’ shoppers

“We are excited to mark the return of Shiseido’s summer campaign with a win-win partnership with China Duty Free Group and leading luxury hotels across the island,” said Evelyne Ly-Wainer, Chief Commercial Officer, Travel Retail Asia Pacific at Shiseido Travel Retail.

“Extending our collaboration to the hospitality sector allows us to reach more travellers during the peak holiday period and immerse them in an oasis of rejuvenation throughout their journey and stay. 

“Younger travellers are looking for unique and memorable experiences that they can share on social media, and the campaign offers a fun way to engage with the Shiseido brand while showcasing our omotenashi spirit.” 

The summer activation features a number of photo spots.

Grace Wang, General Manager of Perfume & Cosmetics, Central Merchandising Division, China Duty Free Group, added: “It is our pleasure to partner with Shiseido Travel Retail to bring Shiseido’s fun-loving campaign to life as the summer season heats up in Hainan. 

“As we strive to provide new ways of experiencing our travel retail offerings, we believe the Shiseido summer campaign is well-placed to inspire shoppers during their stay, and we look forward to seeing holidaymakers embrace the vibrant energy of the season.”

Earlier this year, Shiseido Travel Retail and CDFG have partnered to launch Clé de Peau Beauté’s #FasterRenewal concept in Hainan’s Sanya International Duty Free Shopping Complex.

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