Shiseido Travel Retail has unveiled six boutiques at the China Duty Free Haikou International Duty Free Shopping Complex, underpinned by personalisation, digital engagement and the Japanese spirit of Omotenashi.
The Japanese beauty group said the new stores showcase distinctive design concepts and boast a tailored offer to Chinese travellers, still rooted in the innovation of Shiseido, Clé de Peau Beauté, The Ginza, Ipsa, Elixir and Nars.
The openings also serve to reinforce Shiseido Travel Retail’s longstanding partnership with China Duty Free Group.
Philippe Lesné, President & CEO, Shiseido Travel Retail, said: “Shiseido Travel Retail is honored to partner with China Duty Free Group to usher in a new golden age of luxury travel retail in Hainan at this outstanding location.
“Embracing our Omotenashi spirit, we are pleased to present our Beauty Innovations for a Better World, through an exciting line-up of new launches, immersive experiences and premium retail expressions that are unique to Haikou.
‘A must-visit destination in its own right’, said Philippe Lesné
“This is more than just a shopping complex – it is a must-visit destination in its own right. We thank China Duty Free Group for this opportunity to showcase the very best of our brands and are committed to continuously raising the bar and strengthening our partnership to create more exceptional journeys of discovery for Chinese consumers together.”
Charles Chen, President, China Duty Free Group, added: “It is a pleasure to feature Shiseido Travel Retail’s leading portfolio of prestige brands at our newly opened Haikou International Duty Free Shopping Complex as we strive to deliver greater choice, quality and excitement to our consumers.
“We are excited to host a number of exclusives and world firsts from Shiseido Travel Retail and hope that travellers to Haikou enjoy the truly distinctive world of prestige beauty we have to offer. We look forward to working closely together to further elevate the shopping experience and build Hainan into a premier international tourism consumption center.”
Shiseido: Alive with beauty
Debuting its largest flagship boutique in travel retail, Shiseido’s new 198sq m store is said to embody the brand’s ‘Alive with Beauty’ design concept, featuring bespoke elements such as a chandelier centerpiece.
Consumers can enjoy a lounge service to explores the brand’s luxury skincare line, Future Solution LX, or self-explore other travel exclusive products. “For a touch of personalisation, they can also experience the Japanese art of furoshiki gift wrapping featuring a selection of limited-edition furoshiki prints available exclusively at the Haikou location,” added Shiseido.
Meanwhile, Clé de Peau Beauté has opened its first Radiant22 boutique concept in travel retail. The 130sq m boutique features a private VIP area for in-depth personal consultations and pampering treats. Interactive features to facilitate self-browsing include a play table where shoppers can test products and experiment with makeup looks via the virtual makeup try-on.
The Ginza boutique is described as minimalist, with a ‘high-fashion aesthetic’, yet still rooted in the brand concept: ‘Skin’s Haute Couture’. Infused with The Ginza’s signature Linden flower scent, this boutique also offers a private VIP room, which will host regular events.
A first for Ipsa in travel retail
Ipsa’s first boutique in travel retail, is a bespoke concept designed exclusively for Haikou. Digital elements such as the giant LED column with synchronised light-changing pillars and interactive screens feature custom content and gamification that change with the seasons.
For the first time in travel retail, Ipsa is offering customers furoshiki wrapping as an exclusive gift with purchase. To celebrate the opening, IPSA will launch the Aqua Play Art campaign, comprising on-counter animations and KOL engagement, from December 2022.
Elixir’s store design is inspired by the brand concept of ‘Pearl Glow Skin’, or Tsuyadama – ‘the natural glow on the cheeks resulting from firm and translucent skin’.
“Featuring soft lighting, pearlescent textures and champagne gold accents, the chic environment showcases Elixir’s bestselling and travel exclusive skincare products in dedicated spaces for an effective shopping experience,” said Shiseido TR.
And finally, the first location in travel retail to launch the new Nars next-generation store concept, the Nars boutique at Haikou greets shoppers with a bold design anchored by a multi-coloured, glowing façade. This non-stop illumination continues throughout the space, with colour variations and seasonal changeovers.
A self-discovery table takes centre-stage instore, enabling shoppers to self-explore the product range and create their own unique beauty looks, supported by a virtual try-on experience. To mark the opening, the boutique will offer complimentary makeup services to customers with a minimum purchase throughout December 2022.
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