NARS "AROUND THE GLOBE" lands in Hainan with "newstalgia"-inspired beauty experience

Shiseido Travel Retail has unveiled its NARS summer animation at cdf Sanya International Duty Free Shopping Complex. NARS "AROUND THE GLOBE" is a bold, travel-exclusive experience that reflects Shiseido’s aim to shape a New Culture of Beauty by offering prestige makeup craftsmanship, routines, and self-expression that meets the evolving needs of global travelers. Running from July 1 to 29, 2025, the omnichannel journey is inspired by the golden age of jet-setting, transforming travel retail into a space of modern beauty discovery and emotional connection.

Fran Law, Vice President of Commercial and Business Development, Travel Retail Asia Pacific, says, “NARS 'AROUND THE GLOBE' brings together traveler passion points of nostalgia, self-expression, and the joy of discovery—creating an immersive world of prestige makeup designed for the travel retail stage. The campaign is a clear expression of SHISEIDO’s New Culture of Beauty, brought to life through Omotenashi-led retail experiences, curated TREX offerings, and high-performance innovation tailored to the global traveler. These are the principles that drive how we deliver new value for travelers and build trust for the long term. We are grateful to our partners at China Duty Free Group for their support in bringing NARS’ latest audacious campaign to life for makeup fans in Hainan this summer season.”

Inspired by the golden age of flying, NARS "AROUND THE GLOBE" channels the iconic glamor of the Pan Am era—delivering limited-edition, luxury beauty essentials designed to elevate every journey. The campaign taps into newstalgia, a rising trend where younger consumers reinterpret vintage style as modern self-expression. Its bold visual universe fuses retro airline aesthetics with contemporary design elements—futuristic gridlines, vivid color-blocking, and editorial typography.

At cdf Sanya International Duty Free Shopping Complex, Block C, a striking spherical "control tower" installation anchors the NARS "AROUND THE GLOBE" animation, evoking 1960s travel lounges while offering a striking, editorial space for beauty discovery. Roving promoters in themed uniforms guide mall visitors to the activation zone, encouraging discovery and engagement.

Designed to resonate with today’s tech-savvy travelers, NARS "AROUND THE GLOBE" delivers a seamless online-to-offline (O2O) journey that blends digital engagement with in-store discovery. Anchored by a high-impact outpost in Hainan and a dedicated WeChat Mini Program, the omnichannel campaign connects travelers through interactive product exploration, gamified tasks, and personalized experiences—both online and on-site. From virtual try-ons to tactile moments like the Mission Ball Machine and AI photobooth, the activation reflects how modern beauty shoppers explore, engage, and express themselves across platforms—driving footfall, trial, and conversion in travel retail.

A key engagement driver of the campaign is the gamified "flight mission" system, accessed via the Mini Program. Travelers are encouraged to complete tasks, such as exploring curated TREX products and experimenting with signature NARS looks with the AR virtual try-on tool, to unlock tiered rewards.

The hero experience of the campaign is the AI-powered Navigator ID photobooth, designed to engage travelers through personalization. As travelers approach the photobooth, an interactive screen is activated, accompanied by a voiceover inviting them to capture their own “flight-ready” portrait. The photo is printed instantly and presented in a collectible NARS cardholder—designed in the color palette of this TREX collection—allowing travelers to create their very own NARS Navigator ID. This tactile keepsake taps into the growing trend for bag charms and travel tags, offering a meaningful memento of their NARS journey. To further enhance traveler’s experience, travelers can play the retro-inspired NARS Mission Ball Machine to win luggage tags, claw clips, and beauty coupons.

According to TFWA research, 70% of beauty shoppers are more likely to purchase TREX beauty products and the campaign leverages this power of exclusivity to drive conversion. The travel-exclusive NARS offering spotlights the Light Reflecting collection, mirroring the rising demand for hybrid, skincare-infused makeup. Light Reflecting products are formulated with Glycerin and antioxidant Vitamin E to hydrate, protect, and deliver all-day comfort.

Curated for radiant beauty on-the-go, the limited-edition cdf-exclusive NARS travel set comprises: Light Reflecting Foundation (Yulong, 30ml); Light Reflecting Pressed Setting Powder (Translucent Crystal, 10g); Mini Radiant Creamy Concealer (Vanilla, 1.4ml); and Mini Blush (Orgasm, 2.5g). Beyond the set, travelers can also shop a wider lineup of travel-exclusive products under the NARS AROUND THE GLOBE collection, including Quad Eyeshadow in St. Paul De Vence, Blush in Sex Appeal, Oversized Light Reflecting Setting Powder, Radiant Creamy Concealer Duo, and Light Reflecting Foundation Duo.

To further elevate the experience, weekend makeover services are available at the NARS flagship store throughout July. With a minimum spend of RMB 800, travelers can book 15-minute sessions led by NARS Regional Artists, featuring beauty looks inspired by Japan, France, Korea, and China.