Shiseido Travel Retail is welcoming the Lunar New Year with bestsellers from Shiseido, Clé de Peau Beauté, Elixir, Anesa, Nars and Laura Mercier, each dressed in limited-edition red and gold packaging to reflect the symbolism and traditions of the festive season.

The assortment includes a wide range of products, from serums to setting powders and eyeshadows to moisturisers which are available in selected regions in travel retail globally.

Elisabeth Jouguelet, Vice President of Marketing & Innovation, Shiseido Travel Retail commented: “The arrival of the Spring Festival signifies new beginnings and possibilities and we have carefully curated and reimagined our bestsellers to reflect this aspiration of a fresh start.

“In these uniquely difficult times, we hope the range will inspire joy in our consumers as they usher in the Year of the Ox with renewed strength, resilience and positivity for a better year ahead.”

Shiseido has redesigned two of its best-sellers to reflect new beginnings of the new year. Inspired by the art of calligraphy, the prestige beauty brand encourages consumers to express a more powerful and resilient self with imagery of blooming flowers and brush strokes on the festive packaging — a visual presentation of turning goals into action.

LIMITED-EDITION COLLECTION

The limited-edition collection includes Shiseido Ultimune Power Infusing Concentrate, 100ml and Shiseido Vital Perfection Uplifting and Firming Crea, 50ml.

Shiseido Travel Retail is supporting the launch with a 360-degree digital campaign to drive awareness and traffic to China Duty Free Group’s online store and counters on Hainan Island. Besides targeted programmatic advertisements and amplification on CDFG’s website, social media and e-commerce platforms, the campaign also engages Chinese consumers through gamification on WeChat.

‘Discover Your Fortune With Shiseido’ invites users to ‘strike’ open destination-themed fortune cookies to reveal a lucky animal or symbol and a blessing for the new year. Users can also invite their friends to play the game, which challenges players to open as many fortune cookies as possible in a given time, and compete on a weekly leaderboard for a chance to win Shiseido gifts and prizes.

The Shiseido Blooming New Year Collection is available now in Asia Pacific travel retail, Japan and the Americas.

Clé de Peau Beauté has dressed its travel retail exclusive 100ml jumbo-sized The Serum in red and gold packaging, highlighted by gold floral motifs and red paper fans. These are designed in collaboration with paper artist Helen Musselwhite.

This limited-edition The Serum has been available in Japanese travel retail since 21 January and in Asia Pacific and Americas travel retail from this month.

Elixir has launched its Superieur Lifting Moisture Lotion II and Emulsion II in a limited-edition, bestselling anti-ageing moisturiser duo set. They are presented in jumbo-sized bottles featuring flower motifs and the zodiac animal of the new year, the Ox. This set is available in Asia Pacific and Japanese travel retail.

Meanwhile, Anessa has unveiled its travel retail exclusive Perfect UV Sunscreen Skincare Milk 90ml duo set. The set has been repackaged into a limited-edition Lunar New Year design and is available Asia Pacific and Japanese travel retail,

Nars is celebrating Lunar New Year with a limited-edition collection that is blooming with colour. Embellished with a delicate floral design with rich red packaging, the collection includes Light Reflecting Setting Powder; Lipsticks in four shades; Quad Eyeshadow in Deep Sunrise (not available in China Travel Retail Hainan stores) and Bayadère (exclusively available in China Travel Retail Hainan stores). The limited edition is now available in Asia Pacific travel retail.

Finally, Laura Mercier has dressed its bestsellers in red and gold. The range includes Translucent Loose Setting Powder with Puff; Rouge Essentiel Silky Crème Lipstick in new shade, Lucky Rouge; and Flawless Lumière Radiance-Perfecting Cushion. The bestsellers are available now in Asia Pacific and Americas travel retail (assortment availability may differ across regions).