Shiseido’s Vital Perfection Uplifting & Firming range comes Alive in Sanya

By Charlotte Turner |

Shiseido Travel Retail celebrated the launch of the ‘newly reformulated’ Vital Perfection Uplifting & Firming range from its eponymous brand, with the world-exclusive ‘Alive with Zero-Gravity Beauty’ animation at Sanya International Duty Free Shopping Complex, Haitang Bay, in August.

 

The month-long activation marked the Shiseido brand’s return to this high profile podium following its Red Ginza Street animation for Ultimune Power Infusing Eye Concentrate in 2019. Shiseido says this is further evidence of its already strong partnership with China Duty Free Group (CDFG) and engagement with its core Chinese consumer demographic.

 

“In order to connect with consumers who increasingly shifted their purchases online, we stepped up our efforts on e-commerce by working closely with our retailer partners and strengthening our digital marketing investments,” Philippe Lesné, President & CEO, Shiseido Travel Retail told TRBusiness in an exclusive interview, which appears in full within the October issue.

 

“At the same time, we leveraged the gradual recovery in Chinese domestic travel and launched our Nars Icons and Shiseido Alive with Zero-Gravity Beauty animations at Haitang Bay in June and August respectively, to continually engage with Chinese consumers and remain front of mind.

 

CLOSE AND MUTUAL COLLABORATION WITH RETAIL PARTNERS ‘INTEGRAL’

“In each of these, close and mutual collaboration with our retail partners played an integral role in driving results and will become even more important in our mid and long-term plans for the channel.”

 

 

Designed to offer a seamless omnichannel experience, the animation was underpinned by a three-axis marketing campaign to drive awareness and conversion through targeted digital advertising, CDF’s owned online channels and Shiseido’s first collaboration with CDF’s YiZhiBo livestreaming platform to drive e-commerce sales in partnership with leading Chinese KOLs.

 

The ‘newly reformulated’ Vital Perfection Uplifting & Firming range from Shiseido.

The ‘newly reformulated’ Vital Perfection Uplifting & Firming range from Shiseido.

 

“Despite the challenging conditions, the Nars Icons and Shiseido Alive with Zero-Gravity Beauty animations were a great success thanks to close collaboration with our retailer partner, China Duty Free Group, who gave us the opportunity to showcase our brands during this period,” added Lesné.

 

KOL, 李铭泽, at the Shiseido boutique.

KOL, 李铭泽, at the Shiseido boutique.

Elisabeth Jouguelet, Vice-President of Marketing & Innovation, Shiseido Travel Retail, said: “The introduction of Shiseido’s new Vital Perfection series in Hainan came at a momentous time for the China travel retail market, fuelled by the enhanced offshore duty free shopping policy and the encouraging momentum of domestic tourism.

 

“Building on the success of our Shiseido Ultimune collaboration last year, we are delighted to have joined forces once again with China Duty Free Group to launch the new Vital Perfection series, a key pillar in the brand’s portfolio.

 

ONLINE-TO-OFFLINE (020)

“With the Alive with Zero-Gravity Beauty activation, we have pivoted to embrace the new normal and created a strong online-to-offline (O2O) digital and KOL campaign to drive engagement across all traveller touchpoints – a reflection of our commitment to developing consumer-centric and inspiring digital experiences for Shiseido beauty shoppers.

 

“This campaign also underlines our desire to further collaborate with our China business to drive recovery, growth and profitability within the channel, and dovetails with Shiseido Group’s goal of becoming a global number one ‘Skin Beauty Company’ with premium skin beauty as our core business by 2030.”

 

Terry Chua, Vice President of Central Merchandising Division, China Duty Free Group, added: “We are extremely pleased to have collaborated exclusively with Shiseido Travel Retail on the exciting Shiseido Alive with Zero-Gravity Beauty campaign.

 

“It is inspiring to see the brand raise the bar year after year, from the Red Ginza Street activation to the latest Vital Perfection campaign, and become one of the key highlights of our animation calendar.

 

“Creating unique experiences for the increasingly discerning Chinese consumer is a worthy challenge, and the key to our combined success has been Shiseido Travel Retail’s invaluable insight on Chinese shoppers and commitment to creativity, which have led to the creation of journeys that inspire, capture and convert.”

This personalised skincare consultation area allowed consumers to experience SHISEIDO’s best-selling products and learn how to pair them with the new Vital Perfection series to create a skincare regime that defends and repairs the skin.

This personalised skincare consultation area allowed consumers to experience Shiseido’s best-selling products and learn how to pair them with the new Vital Perfection series to create a skincare regime that defends and repairs the skin.

 

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