The new campaign symbolises ascent and exploration.

Shiseido Travel Retail has reintroduced Clé de Peau Beauté’s travel retail-exclusive ‘Explore Your Extraordinary’ campaign with a new “Around the World” edition, rolling out globally until 31 December 2026.

The year-long initiative begins in Hainan at cdf Sanya International Duty-Free Shopping Complex and at Kansai International Airport in Osaka, before travelling to key locations across the global travel retail network. At its centre is La Crème, the brand’s hero prestige skincare product, positioned as the anchor of a journey built around discovery, service and experiential retail.

Adele Zhang, Deputy Managing Director, Shiseido Travel Retail & General Manager, Travel Retail Asia, said: “‘Explore Your Extraordinary’ plays an important role in strengthening brand equity of Clé de Peau Beauté as one of our core brands. Through this global campaign, we are bringing together our hero prestige product, La Crème, with travel-inspired experiences and exceptional beauty services to reinforce the enduring luxury appeal of Clé de Peau Beauté.

“This approach truly brings to life Shiseido Travel Retail’s New ‘Culture of Beauty’, by embodying a consistently high level of craftsmanship, service excellence and experience worldwide. Together with our global retail partners, we hope to inspire diverse travellers to explore their extraordinary, each time they step into our space, wherever they are in the world.”

The activation is housed within a sculptural outpost defined by soft gold tones and floating hot air balloon motifs, symbolising ascent and exploration. A circular layout guides travellers through consultation, product discovery and service rituals, encouraging deeper engagement with the brand’s skincare expertise.

Clé de Peau’s hero product La Crème is at the heart of the experience. 

La Crème remains the focal point of the experience. Powered by the brand’s Skin Intelligence and Triple Stem Cell Technology, and formulated with more than 60 ingredients including CeraFerment Extract, it is presented as the ultimate expression of Clé de Peau Beauté’s science-led luxury positioning.

In Hainan, the campaign unfolds as a multi-touchpoint journey beginning with a digital Voyager Logbook, accessed via QR code, allowing guests to collect stamps and unlock exclusive rewards. The experience includes personalised skincare analysis and hand massage services delivered by Clé de Peau Beauté Personal Beauty Specialists in a lounge-inspired consultation space.

Timed to coincide with Lunar New Year, the outpost also features a digital wish experience, inviting travellers to create bespoke greetings symbolically released towards dream destinations. Location-exclusive embroidered sticker patches serve as collectible mementos.

At Kansai International Airport, the campaign incorporates an interactive retailtainment element inspired by a hot air balloon journey. A tactile game demonstrates how La Crème’s Skin Empowering Illuminator supports the skin’s natural reparative functions, linking ingredient storytelling with hands-on engagement.

A digital Voyager Logbook is accessed via QR code, allowing guests to collect stamps and unlock exclusive rewards.

Travel retail-exclusive sets underpin the commercial strategy. In Hainan, a five-piece exclusive set has been developed for China Duty Free Group, while other markets feature a Travel Retail Exclusive The Cream set in campaign packaging. A limited-edition candle set with city-specific charms is offered as a gift with qualifying purchases, reinforcing the campaign’s focus on collectibility and destination-led storytelling.

With its blend of immersive design, guided service and exclusive assortments, ‘Explore Your Extraordinary’ positions Clé de Peau Beauté as a prestige anchor brand within Shiseido Travel Retail’s global portfolio, while responding to increasingly considered, experience-driven shopper behaviour in the channel.

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