Travel retailer DFS Group has partnered with Shiseido Travel Retail to launch a dedicated The Ginza boutique at T Galleria by DFS, Macau, Shoppes at Four Seasons.
The move marks the ultra-luxury skincare brand’s first stand-alone store opening with DFS.
An inauguration ribbon-cutting ceremony and violin performance was held on 27 October, attended by key personnel from both DFS and Shiseido.
The store was initially opened in July 2023. The move comes as visitor numbers to Macau continue to recover. Numbers increased by 314.6% year-on-year for the seven months from January to July.
Upon entry to the 34sqm minimalist space, shoppers are immersed in a “high-fashion aesthetic” that showcases The Ginza’s skincare solutions. A scentscape is built around the brand’s calming Linden fragrance.
Product focuses included The Ginza’s new Advanced Eye Cream. On-counter activation highlights included the Hybrid Gel Oil as well as travel retail exclusives and a gift-with-purchase box.
Beauty consultants are on-hand to offer quick standing consultations and personalised skincare assessments.
More private, in-depth sessions, along with a hand massage, are also available in the VIP consultation area.
The space was designed under the ethos ‘Your Skin’s Haute Couture’ and reflects the cityscape of the brand’s native Ginza in Tokyo.
A modern feel with “elegant simplicity” that celebrates Japanese craftsmanship runs throughout the boutique.
The Ginza: A 360-degree marketing programme
From August to October the store opening was supported by an immersive 360-degree marketing programme.
Activities included a VIP event, KOL engagement, a digital and social media campaign, and events.
DFS’s top customers were invited to a VIP Haute Couture Journey with The Ginza. The itinerary included an educational brand masterclass, matcha tea ceremony and a boutique visit.
KOLs @了不起的水晶, @李老蔫 er, and @piwailee joined the VIP Haute Couture journey and created photo and video content for their social platforms and Little Red Book.
The KOL collaborations were boosted by a digital media campaign on DFS’s WeChat Mini Program and Tongcheng Travel.
In addition, The Ginza teamed up with the Four Seasons for custom room drops for the hotel’s prestige guests. Alongside products, the VIPs also received an invitation to the boutique for a ‘haute couture’ experience.
“This milestone opening with DFS marks an exciting chapter, as we strengthen our commitment to enhancing the luxury experience for travellers seeking the finest in skincare,” said Evelyne Ly-Wainer, Chief Commercial Officer, Shiseido Travel Retail Asia Pacific.
“Macau is one of Asia’s top luxury destinations and the perfect place to introduce The Ginza, and we have created a new level of luxe to engage travellers through exclusive VIP experiences and hotel partnerships.
“We see potential to grow the brand in Asia and will continue to build awareness and desirability through selective expansion at strategic doors.
“We thank DFS for their support and look forward to THE GINZA’s bright future in Macau and beyond.”
Amael Blain, Senior Vice President Merchandising, Beauty, DFS Group, added: “We are delighted to welcome The Ginza’s elegant new boutique to the DFS portfolio.
“It represents a new touchpoint to connect and engage with discerning travellers who value high-performance and tailored products, elevating our beauty offer in Macau.
“The Ginza’s commitment to quality and innovation aligns perfectly with our values, and we are confident that this collaboration will captivate our customers, providing them with the ultimate luxury skincare experience whenever they shop at T Galleria by DFS, Shoppes at Four Seasons.”
In August, Shiseido Travel Retail created a NARS ‘Light The Way’ omnichannel beauty experience, in partnership with China Duty Free Group.