Shiseido TR will spotlight Max Mara Le Parfum and the NARS Oversized Light Reflecting Setting Powder at TFWA.

Shiseido Travel Retail will showcase two new beauty launches at this year’s TFWA World Exhibition & Conference in Cannes, including Max Mara’s new Le Parfum and a travel retail-exclusive NARS setting powder.

Max Mara Le Parfum launches as the Italian fashion house celebrates its 75th anniversary and takes inspiration from its signature 101801 coat, translating elements of its design and materials into both the fragrance and bottle. Created by perfumers Fabrice Pellegrin and Marie Salamagne, the fragrance combines musky sandalwood and cedarwood with tuberose absolute, vanilla and benzoin. It is certified vegan and comprises 90% natural-origin ingredients, including cedarwood and Australian sandalwood essences and tuberoses from Grasse and Guatemala.

The bottle also references the 101801 coat through an architectural glass silhouette, a lacquered central ‘belt’, stitching details, Max Mara’s signature camel colour and gold accents.

Florence Pugh fronts the campaign, photographed by Mario Sorrenti wearing a camel Max Mara coat to reflect the fragrance’s concept of an ‘invisible coat’.

Le Parfum will be available in 50ml and 100ml formats in travel retail and is set to launch across a significant number of new doors in Europe, followed by further global expansion.

Shiseido Travel Retail will also preview the NARS Oversized Light Reflecting Setting Powder – Pressed, a larger version of the existing formula developed exclusively for travel retail. The product forms part of the upcoming ‘Get Away With NARS’ travel retail-exclusive campaign and uses the brand’s Light Reflecting Complex to create a soft-focus effect. Its Photochromic Technology is designed to diffuse and adjust to different sources of light, while the no-flashback formula is intended for use both in person and on camera.

The NARS Oversized Light Reflecting Setting Powder – Pressed will launch across Asia Pacific, Japan, Europe, the Middle East and the Americas from 1 January 2027.