Japanese beauty brand Sensai returns to Cannes with renewed GTR focus

By Kristiane Sherry |

Sensai is targeting GTR with its Japanese skincare range.

Luxury Japanese skincare brand Sensai will exhibit at this year’s TFWA World Exhibition & Conference in Cannes for the first time since 2004 as it doubles down on global travel retail efforts.

Key focuses for the trade show include its Ultimate super-premium skincare collection, its Saho ritual, and the core product portfolio Absolute Silk.

Travel essentials and a make-up assortment will also feature. 

Sensai is made under the philosophy ‘The Sense and Science of Japan’, said to bring together cutting-edge tech and aesthetics from the country.

The brand also has a strong sustainability focus. Its mission is to redefine luxury by adding ‘respect’ to the ‘reduce, reuse and recycle’ model.

Sensai lives this mission by offering high-functional refills, recycled packaging, and responsibly sourced ingredients. 

Travelling ‘pop-up’ events spaces are designed with architect Shigeru Ban with reusability in mind. This means that, unlike conventional activations, the retail spaces can be repeatedly repurposed. 

In 2024 a pop-up space will be given a new lease of life as a ‘little Atelier’ for children at the Centre Pompidou-Metz Museum, in France.

Sensai is exhibiting at Riviera Village, RF15 during the TFWA World Exhibition. It is also hosting a cocktail party with Kao Corporation sister brand Molton Brown on 2 October where it will preview Spring/Summer 2024 products not available to view on-stand.

Focuses at the party include a new Ultimate product, an Expert Items eye essence, and a revamped Silky Bronze anti-ageing sun care range. 

Sensai EMEA GTR sales surpass 2019 levels

“As a region, EMEA is performing strongly in 2023, with YTD sales trading +6% versus 2019,” said Sensai Vice General Manager Sales & Marketing EMEA, Julien Noilou. 

“We have a very strong following of loyal customers in Europe, with limited dependency on Asian travellers. 

“Sensai’s travel retail sales this year are already on a par with pre-Covid numbers, and we are preparing to further expand our presence in the channel, in both EMEA and Asia. 

“In October, we will open the first SENSAI flagship door in Shanghai, creating a new stage for the brand’s Chinese customers.”

Sensai Cannes releases

Two new releases heading to Cannes

Looking to the future, Sensai says its strategy is to strengthen its premium priced lines, while enchancing its mid-priced offerings. 

“Our sales results this year have been hugely encouraging, and we believe that there is substantial additional growth potential for us in travel retail,” Noilou continued.

“Sensai’s extensive product portfolio offers a perfect solution for every traveller’s skin needs, and we look forward to presenting our exciting new launches and innovative technologies to our business partners in Cannes.”

Sensai most recently talked about its GTR ambitions in 2019, when it reached out to buyers with a channel strategy.

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