Shiseido Travel Retail creates NARS Light The Way O2O experience

By Trbusiness Editor |

Shiseido NARS Light The Way

The NARS Light The Way universe combines both virtual and physical worlds.

Shiseido Travel Retail has created a NARS ‘Light The Way’ omnichannel beauty experience, in partnership with China Duty Free Group (CDFG).

The 360-campaign aims to drive awareness of NARS’ travel retail exclusive products, through an O2O journey that features a WeChat Mini Program, elevated with Web3 elements, in addition to a high-impact physical activation in Hainan.

Light The Way builds on the success of NARS’ 2022 debut virtual animation, ‘Nonstop NARS’, and highlights the brand’s digital-first mindset in engaging Chinese travellers.

In a first for NARS Travel Retail, the Light The Way animation is fronted by two metahumans, who guide users through the AR (Augmented Reality) experiences.

Metahumans front NARS Light The Way

AjA is described as a sports enthusiast with a passion for fashion and beauty. MonoC, a leading “Metahuman Artist”, was the inspiration for the Light The Way world’s AR filters and digital collectibles.

From 31 July to 29 August, the NARS Light The Way digital experience will be complemented by a physical activation, where visitors can redeem exclusive gifts using points accrued in the Mini Program.

A pop-up at the cdf Sanya International Duty Free Complex showcases the NARS travel retail exclusive collection, via a Discovery Bar and product displays. Makeup demonstrations are being held at the NARS L2 counter.

Shiseido NARS Light The Way metahumans

The Light The Way animation is fronted by two metahumans, AjA and MonoC, who guide visitors through the Augmented Reality experiences.

The pop-up also invites shoppers to discover their personal aura and associated recommended products using an ‘Aura Detector’.

The NARS Light The Way Collection features bestsellers, novelties and exclusives such as the Jumbo Light Reflecting Setting Powder, plus a cdf-exclusive palette.

The campaign is being supported with KOL and livestream initiatives, in addition to a personal appearance by NARS brand ambassador, singer Guo Jun Chen.

Shiseido Travel Retail Chief Commercial Officer Travel Retail Asia Pacific Evelyne Ly-Wainer commented: “I am thrilled to unveil the next chapter in NARS’ exciting digital journey.

Shiseido NARS Light The Way exclusive products

The NARS Light The Way Collection features bestsellers, novelties and travel retail exclusives such as the Jumbo Light Reflecting Setting Powder.

“Connecting directly with travellers to strengthen brand equity is at the heart of Shiseido Travel Retail’s strategy to drive sustainable growth, and NARS Light The Way supports this by elevating our online and offline brand storytelling to new heights.

“I thank our longstanding partner, China Duty Free Group, for its ongoing support for NARS as we explore how the NARS Light The Way universe can create a truly unforgettable travel journey to Hainan.”

CDFG Deputy General Manager Perfume and Cosmetics Department, Central Merchandising Division, Dorothy Liu noted: “It is a pleasure to partner with Shiseido Travel Retail to bring another ground-breaking digital innovation from NARS to life.

“Standing at the crossroads of personal expression and brand immersion, I am confident that NARS Light The Way will inspire a new generation of beauty shoppers in Hainan. We thank the team at Shiseido Travel Retail for their partnership in helping us to push the boundaries for traveller experiences across the virtual and physical worlds in travel retail.”

READ MORE: Shiseido Travel Retail marks Lunar New Year with limited edition collection

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