Shiseido Travel Retail will introduce several key launches, within the Spring/Summer 2018 collection, from one of its hero brands, Clé de Peau Beauté, at the TFWA World Exhibition in Cannes (Riviera Village stand RJ5).

 

“The launch of SS2018 opens a new chapter for Clé de Peau Beauté, our top-performing cosmetics brand in 2016,” reveals Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet.

 

“For skincare, we will focus on the Firming Serum Supreme, which takes a unique 4D approach to combat gravity and target loose skin.

 

“This season’s make-up will draw inspiration from the beauty of rare and pure gemstones that emit an intrinsic radiance, embodied by the natural charm and effortless allure of a confident woman.

 

FIRMING SERUM

“The SS2018 Color Collection will be all about the lips as we introduce the new Radiant Lip Gloss and expand our range of lipstick shades, while the complexion offering will be strengthened by the relaunch of Clé de Peau Beauté’s award-winning concealer.”

 

Click to enlarge all images.

The Firming Serum Supreme is said to feature ‘breakthrough’ 4D technology, which provides both ‘macro-uplift’ and ‘micro-tightening’ effects to combat gravity and target loose skin, creating ‘smoother, highly-defined contours and an appearance free of laugh lines’.

 

“The 3D anti-gravity technology features a stable formula for hydroxyproline that helps to activate stem cells to improve the regenerative power of damaged skin and lift skin from the dermis,” adds Shiseido.

 

In addition, the serum contains Illuminating Complex EX, which is derived from rare platinum golden silk and Japanese pearls.

 

Bottled in a gold and silver dispenser to reflect Clé de Peau Beauté’s high-end luxury positioning, the Firming Serum Supreme (40ml) will launch in travel retail in February 2018.

 

ALL ABOUT THE LIPS…

Turning to make-up, Clé de Peau Beauté has enhanced its existing lip gloss product with optical technology and new skincare ingredients to create its ‘Radiant Lip Gloss’, which is said to deliver a dewy, youthful glow and sheer colour to make lips look more vibrant, says Shiseido.

 

The Radiant Lip Gloss (8ml), which will hit TR counters in January 2018, comes in eight gemstone-inspired shades comprising: Rose Quartz; Warm Crystal; Charm; Pink Aura; Dream Stone; Rose Pearl; Star Dust and Fire Ruby.

 

In addition, Clé de Peau Beauté is expanding its lipstick collection with three new shades for SS2018: Peach Stone, Crystal Star and Desert Rose.

 

They join the 12 existing shades introduced in AW2017 as part of the new lipstick collection and will launch in travel retail in January 2018.

 

FACE ENHANCER

Joining the two new lip product ranges, Shiseido will also be showcasing new shades of its Luminizing Face Enhancer and a new concealer products.

 

The concealer (5g) will come in six shades; four of which (Ivory, Ocher, Beige and Almond) will be available in travel retail. The concealer and the new Luminizing Face Enhancer shades will be launching in TR in January.

 

Clé de Peau Beauté is currently only available in Travel Retail Asia Pacific and the Americas.

 

To maintain Clé de Peau Beauté’s high-end positioning in the channel, Shiseido Travel Retail says it will continue to focus on building the brand’s luxury image through ‘inspiring counter designs’, service excellence and exclusive VIP events targeting its biggest customers.

 

‘EXPERIENTIAL LUXURY’

“Chinese consumers, especially the millennials, are becoming increasingly focused on ‘experiential luxury’, and appealing to their aspirational side has been a formula for success,” says Jouguelet.

 

“Our VIP events, organized in partnership with DFS Group for selected top-tier customers, have been extremely well received.

“Guests get to preview the latest products and are pampered with skincare treatments and full make-up services by our Personal Beauty Specialists, who also provide personalized consultations and offer useful tips. Authentic brand experiences such as these really create desirability and strengthen the luxury positioning of Clé de Peau Beauté.”

From 15-30 September, Shiseido Travel Retail will team up with DFS Hong Kong on two VIP events at the retailer’s Beauty Concierge at its T Galleria locations at Causeway Bay and Canton Road.

 

“The upcoming months will be especially exciting as we seek to create a differentiated luxury experience for consumers at every location,” Jouguelet added.

 

 

“From now through the first half of 2018, we are focusing expansion on selective new doors across Asia, in markets with a strong Chinese customer base such as China, Macau, Hong Kong, Korea and Singapore.

 

“We will soon open a new flagship store at T Galleria by DFS Singapore at the end of 2017, as well as a revamped flagship counter at T Galleria by DFS Macau at the Shoppes at Four Seasons in early 2018.”