Shiseido’s Beauty Terminal brings together ten prestige brands.

Shiseido Travel Retail made its debut at the China International Consumer Products Expo (CICPE), unveiling an immersive multi-brand showcase that underscores its long-term commitment to China and evolving travel retail strategy.

Held in Hainan from 13 – 18 April, CICPE has become a key platform for global brands to engage with China’s fast-changing consumer landscape. For Shiseido Travel Retail, its first appearance highlights the growing strategic importance of Hainan as a global travel retail hub and a testing ground for next-generation retail experiences.

At the centre of its presence was the ‘Beauty Terminal’ – a unified, travel-inspired space bringing together ten prestige brands across skincare, make-up, suncare and fragrance. These include Shiseido, Clé de Peau Beauté, Nars, Anessa, Elixir, The Ginza, IPSA, Issey Miyake, Narciso Rodriguez and Serge Lutens.

The concept reflects a portfolio-led approach, leveraging the group’s brand architecture to create more seamless consumer journeys while maintaining each brand’s distinct identity. By presenting its portfolio within a cohesive environment, Shiseido Travel Retail aims to drive cross-category growth and strengthen overall brand equity.

The booth also welcomed Ning Hongwen, Secretary of the Party Leadership Group and President of the Hainan Council for the Promotion of International Trade, underlining the significance of the company’s participation at this year’s event.

The debut comes as Shiseido continues to align its China and travel retail operations under a unified structure, reinforcing its “One Chinese Consumer” approach. This strategy is designed to better connect with consumers across both domestic and travel retail channels, optimising marketing investments and enabling more integrated campaigns and product strategies.

Fran Law, VP of Commercial & Business Development for TR Asia, Shiseido TR with Ning Hongwen, Secretary of the Party Leadership Group and President of the Hainan Council for the Promotion of International Trade.

Hainan plays a central role in this approach, offering a dynamic environment where domestic shoppers and international travellers converge. This allows brands to better understand shifting behaviours while testing and refining new retail concepts in a high-growth market.

Looking ahead, Shiseido Travel Retail plans to further expand its presence through a continued focus on premiumisation, personalisation and innovation, aiming to deepen engagement with Chinese consumers and reinforce its position in experience-led beauty retail.