Shiseido Travel Retail unveils Beauty Terminal multi-brand pop-up experience in Hainan

Group Shiseido Travel Retail has introduced the Beauty Terminal, its first-ever pop-up experience in Hainan, offering travelers a new way to engage with Shiseido’s prestige beauty universe.

Running from January 1-29, 2026, at CDFG Sanya International Duty-Free Shopping Complex, the Beauty Terminal brings Shiseido Travel Retail’s prestige beauty portfolio together through a unified journey inspired by travel.

Within this shared journey, SHISEIDO, Clé de Peau Beauté, NARS, ANESSA, ELIXIR, THE GINZA, and IPSA are presented within one immersive outpost, forming a complementary portfolio ecosystem that reflects the strength and diversity of Shiseido Travel Retail’s ‘Core 3 and Next 5’ brands.

Each brand retains its distinct identity while contributing to a shared narrative shaped by Shiseido Travel Retail’s expertise in beauty, travel, and consumer engagement.

Adele Zhang, Deputy Managing Director, Shiseido Travel Retail & General Manager, Travel Retail Asia, commented, “In a market like Hainan, where high-quality tourism is accelerating and experience increasingly shapes traveler choice, the Beauty Terminal stands as a testament to our strong brand proposition and long-term commitment to the island as a strategic platform for travel retail innovation. It gives us the space to test new concepts, formats, and engagements, while building stronger connections with Chinese travelers through retail experiences that feel relevant and local. Rooted in the airport journey, the Beauty Terminal takes visitors through Shiseido’s beauty portfolio, bringing our heritage to life in a way that feels natural in travel retail today.”

Inspired by the airport journey, the Beauty Terminal follows a walk-through experience that guides visitors from arrival to checkout. Digital touchpoints, including a self check-in ritual, frames the experience from the outset, while a clearly defined flow leads visitors through brand discovery zones, retail moments, and service touchpoints designed to encourage movement, dwell time, and deeper interaction.

Across the outpost, visitors are free to explore at their own pace, moving between brand moments, retail experiences, and interactive areas. Highlights include a “one-day store manager” hosted by an exclusive influencer, weekend skincare and makeup demonstrations, and personalized hand massage services, beauty refresh zones, and a photobooth experience. The journey concludes with a gift-wrapping service at checkout, transforming purchases into keepsakes and reinforcing a sense of occasion.

To encourage exploration beyond single-brand engagement, the Beauty Terminal introduces a series of portfolio-led discovery mechanics, including terminal-exclusive blind bags and curated cross-brand gift-with-purchase offers. These initiatives invite visitors to explore the breadth of Shiseido’s beauty portfolio and how different brands complement one another within the wider offering.

As part of the overall journey, visitors can also discover Shiseido Parlour, Shiseido’s confectionery arm, through its signature cookies offered as a gift-with-purchase. Marking the first time elements of the Shiseido Parlour experience are introduced in travel retail, this thoughtful touch is integrated as a moment of hospitality within the overall experience. It adds nuance by expressing Shiseido’s heritage, craftsmanship, and culture of considered service, rooted in the Japanese philosophy of Omotenashi.

Across the Beauty Terminal, Shiseido’s beauty heritage is expressed through refined craftsmanship, unique experiences, and integrated storytelling, creating a setting that feels contemporary while remaining true to the brand’s roots.