August 4 2021  |  Fragrances, Cosmetics, Skincare & Haircare

SHISEIDO TR opens new flagship boutique at Haneda Airport

By Laura Shirk

SHISEIDO HANEDA BOUTIQUE emphasizes Shiseido TR’s commitment to developing its skincare and beauty portfolio and pushing the boundaries of digitalization; the store includes its Personal Beauty Zone, Discovery Zone and Gift Zone

SHISEIDO Travel Retail has unveiled the SHISEIDO HANEDA BOUTIQUE, a new travel retail flagship boutique for prestige brand SHISEIDO at Tokyo Haneda Airport, in partnership with Japan Airport Terminal Co., Ltd. Inaugurated on July 23 in the international departure area of Terminal 3, the shop emphasizes SHISEIDO Travel Retail’s commitment to developing its skincare and beauty portfolio and pushing the boundaries of digitalization, with personalized and exclusive products and services to elevate the traveler experience.

The SHISEIDO HANEDA BOUTIQUE was designed to address the needs of international travelers, while reflecting the prestige brand’s philosophies of fusing art and science, celebrating personal expression and empowering confidence through beauty. Based on the concept “A Moment of the Beautiful Journey,” the on-site experience was specifically developed to provide travelers with a beautiful memory of their trip.

The flagship boutique offers a wide range of skincare and makeup products, digital tools and services – some of which are available exclusively at Tokyo Haneda Airport – including TR gift sets, traditional Japanese gift-wrapping (furoshiki) and personalized engraving services

Divided into three main areas: Personal Beauty Zone, Discovery Zone and Gift Zone, the SHISEIDO HANEDA BOUTIQUE offers a wide range of skincare and makeup products, digital tools and services – some of which are available exclusively at Tokyo Haneda Airport. These include travel exclusive gift sets, traditional Japanese gift-wrapping (furoshiki) and personalized engraving services, as well as SHISEIDO’s first lounge service in the TR channel, which allows travelers to remove their makeup and apply skincare before their flight.

“I am delighted to announce the highly anticipated opening of the inaugural SHISEIDO HANEDA BOUTIQUE – providing global travelers with a differentiated and unique Japanese Beauty experience in SHISEIDO’s birthplace, Tokyo.

"This travel retail boutique embodies the best of SHISEIDO and travelers will have the unique opportunity to discover the brand through a series of new consumer experiences in a luxurious pre-flight environment, available only at Tokyo Haneda Airport. We’re grateful to Japan Airport Terminal Co., Ltd. for its support, trusted partnership and commitment and look forward to further building our collective success together,” states Philippe Lesné, President & CEO, SHISEIDO Travel Retail.

“The launch of the SHISEIDO HANEDA BOUTIQUE is a significant milestone for the brand in Travel Retail Japan, as we aim to further engage and expand our loyal consumer base. We are proud to celebrate the core philosophy of SHISEIDO through our carefully curated skincare and beauty products, exclusive services and traditional Japanese offerings that add a distinct sense of place to Haneda Airport such as our one-of-a-kind furoshiki designs. With digital interactive tools and contactless testers, travelers can be assured of high hygiene standards and browse with peace of mind. We invite travelers to make the boutique a must-visit stop on their journey,” adds Tatsuya Nagai, Vice President, SHISEIDO Travel Retail Japan.

SHISEIDO Haneda Boutique – My Beauty Lounge

Personal Beauty Zone

My Beauty Lounge

Inspired by SHISEIDO’s Omotenashi, My Beauty Lounge invites travelers into a private space to remove their makeup, condition their skin and discover SHISEIDO products before their flight. Guests are welcomed into the SHISEIDO world to interact with the digital content of My Beauty Lounge via an iPad, which shares ‘how-to’ videos and product information, and recommends products and services that are available exclusively at the boutique.

Discovery Zone

SHISEIDO Haneda Boutique - ULTIMUNE Gate


Located at the boutique entrance, the ULTIMUNE Gate captures attention with its striking design featuring countless overlapping lines that express vitality and dynamism. SHISEIDO’s iconic and revitalized serum, ULTIMUNE Power Infusing Concentrate III, features prominently within the display and is available for travelers to try safely through a contactless auto-tester device. In addition, the showcase offers a range of travel and boutique exclusive ULTIMUNE products and sets, catering to different seasonal events and souvenir needs.

SHISEIDO Haneda Boutique – Beauty Table & Digiskin Tester

Beauty Table

The Beauty Table allows travelers to discover new SHISEIDO products through self-interaction with the help of digital technology. These tools include a makeup simulator, Digiskin Tester and the Skin Visualizer, SHISEIDO’s first touch-free, over-the-counter device that can measure skin’s beauty circulation, without the need for users to remove their makeup.

SHISEIDO Haneda Boutique – My Select Wall

My Select Wall

The most prominent area in the boutique, My Select Wall, showcases an extensive collection of core products, travel exclusives and promotional items, and is supported by a large LED monitor playing dynamic brand videos and moving visuals.

Gift Zone

The Gift Zone offers a range of gifting services that are unique to the airport location, allowing travelers to take a distinctive and authentic piece of Japan home with them to share with their loved ones.

SHISEIDO Haneda Boutique – Wrap It Up

Wrap It Up

SHISEIDO HANEDA BOUTIQUE offers furoshiki, Japanese-style wrapping cloths traditionally used to wrap important gifts, displaying its commitment to Omotenashi hospitality and sustainability. This service is completed with an original design that is exclusive to the boutique – the SHISEIDO Karakusa (arabesque) pattern featuring an airplane.

SHISEIDO Haneda Boutique – Make Your Mark

Make Your Mark

With the purchase of ULTIMUNE serum or a lipstick, consumers can choose to engrave the exclusive Haneda Airport design, an original message, or a motif on the product.

Philippe Lesné, President & CEO, SHISEIDO Travel Retail

Tatsuya Nagai, Vice President, SHISEIDO Travel Retail Japan


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