The 842sq m outdoor LED screen projects messaging from Shiseido Ultimune and looms large as visitors approach the shopping complex.

Shiseido Travel Retail has launched a visually impactful 3D video animation for its eponymous brand at the entrance to the Hainan Tourism Duty Free Shopping Complex in Sanya, Hainan island.

Launched in collaboration with Lagardère Travel Retail and Hainan Tourism Investment Duty Free Co (HTDF), the impactful activation [view below] runs through February.

It represents a ‘first’ for Shiseido and is designed to elevate the brand’s visibility among consumers during the key Lunar New Year gifting period.

The 842sq m video screen features messaging around the limited-edition Lunar New Year Ultimune Power Infusing Concentrate.

Shiseido, which celebrates its 150^th anniversary this year, said in a statement: “Bringing to life the festive bottle design by award-winning Chinese designer Angel Chen, the engaging 3D animation features the 2022 zodiac animal – the tiger, symbolising strength and courage – and Shiseido iconic camellia flower to embody the spirit of the brave and beautiful modern woman.

“Shiseido believes that all women have the power to awaken their hidden strength and come alive with beauty to become stronger and more confident in the Year of the Tiger – aligning with Ultimune’s ‘Power is You’ tagline that seeks to inspire people to use their power as a beautiful force in the world.”