Shiseido Travel Retail elevates cross-industry alliance in destination-led O2O campaign

Shiseido Travel Retail has announced a landmark expansion of its strategic partnerships, introducing the Tourism Authority of Thailand (TAT) as a new and pioneering collaborator in a multi-faceted campaign centered around ANESSA, its leading sun care brand.

This marks Shiseido Travel Retail's first-ever partnership with a national tourism board, setting a new precedent for Shiseido in ‘destination beauty' storytelling within the travel retail sector.

This innovative initiative builds upon Shiseido Travel Retail's established partnership with Alipay+, further cementing its commitment to enhancing the modern traveler's experience through digital convenience and immersive engagement. The campaign, which successfully concluded its primary phase in Thailand on May 31, brought together a unique alliance of four key players in the industry: ANESSA (beauty), Alipay+ (digital payments), the Tourism Authority of Thailand (tourism), and King Power (retail).

Together, they've created a comprehensive program designed to seamlessly integrate beauty, digital innovation, and cultural exploration for visitors.

“Our collaboration with Alipay+ has consistently driven engaging consumer experiences, and welcoming the Tourism Authority of Thailand into this fold is a truly groundbreaking step for Shiseido Travel Retail," said Fran Law, Vice President of Commercial and Business Development, Travel Retail Asia. "This expanded alliance with TAT, alongside our continued partnership with Alipay+ and King Power, allows us to enrich the entire traveler journey. It’s about creating unique, culturally resonant 'destination beauty' moments that transcend traditional retail, setting a new benchmark for how brands can collaborate to elevate the travel experience."

Antares Cheng, Chief Commercial Officer, King Power Corporation, commented, “This campaign is a testament to the power of collaboration across industries and borders. King Power is proud to work alongside Shiseido Travel Retail, Alipay+, and the Tourism Authority of Thailand to create an experience that not only engages travelers, but also showcases the best of beauty, innovation, and Thai hospitality. Together, we are redefining what is possible in travel retail through shared vision and partnership.”

At the heart of the campaign was a co-branded experience inspired by brand ambassador, Jackson Wang.

Through specially designed ANESSA x Jackson Wang premiums, including limited-edition celebrity cards and exclusive travel collectibles, the campaign generated significant fan excitement and boosted brand visibility across both digital and retail channels, effectively engaging a wide demographic of travelers.

Through the Alipay+ ecosystem, travelers could access a range of curated rewards that bridged the gap between digital engagement and on-the-ground experiences. By blending online convenience with in-person discovery, the campaign showcased a refreshed model for travel retail that reflects today’s demand for personalization, cultural relevance, and meaningful cross-industry collaboration.

The initial phase of the campaign, active throughout May, achieved widespread online and offline visibility, demonstrating its significant reach and robust consumer engagement. Early indicators point to a strong positive impact, reinforcing the effectiveness of this innovative partnership model in driving both brand visibility and purchase intent.

Shiseido Travel Retail said it will continue its regional activation, with ANESSA building visibility through diverse initiatives across key destinations, including recent collaborations with Jackson Wang in Hainan.