The pop-up is running from 1-29 January.

Shiseido Travel Retail has introduced its debut multi-brand Beauty Terminal pop-up experience in Hainan.

Running from 1-29 January at CDFG Sanya International Duty-Free Shopping Complex, the initiative aims to showcase the group’s prestige portfolio through a unified consumer journey inspired by travel.

The Beauty Terminal spotlights Shiseido, Clé de Peau Beauté, NARS, Annessa, Elixir, The Ginza and IPSA within one immersive outpost, forming what the group describes as a ‘complementary portfolio ecosystem’ that reflects the strength and diversity of its ‘Core 3 and Next 5’ brands.

Shiseido spotlights prestige portfolio

Adele Zhang, Deputy Managing Director, Shiseido Travel Retail & General Manager, Travel Retail Asia, commented: “In a market like Hainan, where high-quality tourism is accelerating and experience increasingly shapes traveller choice, the Beauty Terminal stands as a testament to our strong brand proposition and long-term commitment to the island as a strategic platform for travel retail innovation.

“It gives us the space to test new concepts, formats, and engagements, while building stronger connections with Chinese travellers through retail experiences that feel relevant and local. Rooted in the airport journey, the Beauty Terminal takes visitors through Shiseido’s beauty portfolio, bringing our heritage to life in a way that feels natural in travel retail today.”

The Beauty Terminal’s walk-through format begins with a self check-in touchpoint.

Inspired by the airport journey, the Beauty Terminal incorporates a walk-through experience that guides visitors from arrival to checkout. Digital touchpoints, including a self check-in ritual, frame the experience from the outset.

A clearly defined flow leads visitors through different brand discovery zones, retail moments, and service touchpoints designed to encourage movement, dwell time, and deeper interaction.

Visitors can enjoy personalised skincare and makeup consultations, alongside hand massage services.

Visitors are invited to more freely between brand moments, retail experiences, and interactive areas at their own pace. Highlights include a “one-day store manager” feature hosted by an exclusive influencer; weekend skincare and makeup demonstrations; personalised hand massage services; beauty refresh zones; and a photobooth experience. The journey concludes with a gift-wrapping service at checkout.

To encourage exploration beyond single-brand engagement, the Beauty Terminal introduces a series of portfolio-led discovery mechanics, including terminal-exclusive blind bags and curated cross-brand GWP offers.

For the first time in travel retail visitors can also discover Shiseido Parlour – Shiseido’s confectionary arm.

As part of the overall journey, for the first time in travel retail visitors can also discover Shiseido Parlour –  Shiseido’s confectionary arm – through its signature cookies offered as a GWP.

Introducing a moment of hospitality within the overall experience, Shiseido Parlour is said to add nuance by expressing Shiseido’s heritage, craftsmanship, and culture of considered service, rooted in the Japanese philosophy of “Omotenashi”.

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