Shiseido makes symbolic return to TFWA Cannes in 150th anniversary year

By Charlotte Turner |

Shiseido Travel Retail will return to the TFWA World Exhibition & Conference in its 150th anniversary year, (stand number: Riviera Village Stand RJ5), reinforcing the company’s long-term commitment to global travel retail.


As reported, Shiseido is animating its 150th anniversary with a global campaign, which aims to convey the brand’s ‘enduring focus on life as the essence of beauty’ and its ongoing pursuit of ‘uncovering the mechanisms that connect beauty and life’, it said.


The ‘From life comes beauty’ campaign also celebrates the launch of three limited-edition products that were realised from the brand’s Life Science research.


In Cannes, the story of Shiseido will be conveyed through a unique booth inspired by Japanese design and a showcase of Shiseido’s history and diverse portfolio of prestige skincare, makeup and fragrance brands.


Philippe Lesné, President & CEO, Shiseido Travel Retail.

Philippe Lesné, President & CEO, Shiseido Travel Retail.

Philippe Lesné, President & CEO, Shiseido Travel Retail, commented: “Our return to the TFWA World Exhibition & Conference is significant for the business and reinforces our long-term commitment to global travel retail.


“In this special anniversary year, we pay homage to our origins and the guiding principles that have underpinned Shiseido’s progress since our inception.


“We are excited to showcase the essence of Shiseido to the industry, and we look forward to welcoming our valued partners and stakeholders to celebrate this historic milestone with us and explore new opportunities to shape the future of travel retail together.”


To underline the continued commitment to its corporate mission, Beauty Innovations For a Better World, Shiseido has released a new film for its 150th anniversary, ‘Our Mission – A Journey of Beauty’, that envisions the future it aspires to create.


TFWA Cannes Booth design

From the beginning, Shiseido has brought together two contrasting yet complementary elements – Eastern philosophy and Western medicine, art and science, tradition and modernity – to inspire innovation and create new value.


This notion of duality and balance is captured in Shiseido’s TFWA Cannes booth design concept of ‘Dynamic Equilibrium’ and brought to life through the juxtaposition of light and shadow, curved and straight edges, and metal and wood materials.


In line with Shiseido’s respect for the planet, the booth was designed and constructed with reusability in mind, using a modular system that allows ease of assembly, dismantling and storage of the main structure and stainless-steel flooring for future use.


Video: Shiseido is animating its 150th anniversary with a global campaign, ‘From life comes beauty’.


To mark Shiseido’s milestone year, the booth will feature a 150th Anniversary Wall – a digital showcase spotlighting the company’s journey since 1872 through its key innovations and achievements over the past 150 years.


This year, Shiseido Travel Retail will showcase 10 brands across its portfolio, including skin beauty brands Shiseido, Clé de Peau Beauté, Nars, and IPSA, as well as fragrance brands Issey Miyake, Narciso Rodriguez, and Serge Lutens.


It will also introduce several new brands: Drunk Elephant and The Ginza will be exhibited for the first time at the TFWA show, while prestige skincare brand Baum – inspired by the power of trees – will make its global travel retail debut.


The product showcase will feature new launches, iconic bestsellers and brand concepts that will be shown to TFWA visitors for the first time.


Video: Shiseido is celebrating the launch of three limited-edition products.

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