October 19 2021  |  Fragrances, Cosmetics, Skincare & Haircare

Dr.Ci:Labo shifts to science-based e-com strategy in travel retail

By Wendy Morley

Albinus Saw, General Manager, Travel Retail and Head of Retail Marketing, Johnson & Johnson Consumer Health Asia Pacific

Dr.Ci:Labo, the leading derma-cosmetics brand in Japan, has pivoted to a “science that sells” content-for-commerce strategy to accelerate its travel retail e-commerce expansion.

The revamped digital content strategy has been rolled out with several leading travel retailers in Asia Pacific, including China Duty Free Group, Lotte Duty Free, The Shilla Duty Free and Shinsegae Duty Free.

It has so far proven successful in driving both engagement and conversion, particularly on China Duty Free Group platforms where the content has generated a six times online sales uplift versus last year, the Johnson & Johnson-owned company said.

Albinus Saw, General Manager, Travel Retail and Head of Retail Marketing, Johnson & Johnson Consumer Health Asia Pacific, said: “Our consumers are very much ‘skintellectuals’ and Dr.Ci:Labo, as a science-led brand, has a proven competitive advantage when it comes to understanding what skin health means today. The science-based storytelling that Dr.Ci:Labo is known for is at the heart of our content-for-commerce strategy and helps positively engage consumers at every touchpoint.

“The refreshed content-for-commerce strategy has helped drive effective communications with Chinese shoppers thanks to interactive, educational content that emphasizes Dr. Ci:Labo’s product superiority and science-backed, derma credentials – key purchase drivers for Chinese shoppers.”

The re-vamped digital content strategy has been rolled out with several leading travel retailers in Asia Pacific

Dr.Ci:Labo developed the strategy in close collaboration with Johnson & Johnson’s R&D department to illustrate the science behind the brand’s efficacy claims and create product demonstrations that make skincare science fun and approachable.

At the core of the strategy are Product Detailed Pages for each of Dr.Ci:Labo’s hero products, aiming to emphasize the brand’s science-backed product efficacy as a competitive advantage in travel retail.

Dr.Ci:Labo partnered with healthcare professionals including dermatologists to test products and produce credible content. Product claims have been further endorsed by Chinese beauty and lifestyle KOLs.

Digital content is available in multiple languages, can be tailored to suit different shopping seasons and is scalable for use on multiple social platforms, including WeChat, Weibo, LittleREDBook and TikTok/Douyin.

At the core of the content-for-commerce strategy are specially created Product Detailed Pages for each of Dr.Ci:Labo's hero products

Check out the following link to view a video overview of the content-for-commerce strategy: https://bit.ly/3jma8CS


Brand News

June 30 2022

Diageo Global Travel launches new…

Live from June 24 to August 11 in Changi Airport

June 30 2022

Lovely Distribution Co. signs double…

Celebrity fragrances secure airport listing

June 29 2022

Mondelez brings Cadbury FC tour…

Interactive pop-up that brings fresh excitement and digital engagement to football fans

June 29 2022

Rituals publishes the ultimate…

Rituals Cosmetics publishes debut book: The Art of Soulful Living

June 29 2022

Nestlé launches GTR exclusive KitKat…

New flavor experience

June 27 2022

Blue Caterpillar x The Water Group…

​Blue Caterpillar has announced a new partnership with The Water Group. In the agreement, Blue Caterpillar will add the award-winning…

June 23 2022

Coty partners with Dufry and Duty…

​Coty has announced a partnership with Dufry and Duty Free Americas to launch an immersive and omnichannel campaign for Kylie…

June 20 2022

Victorinox celebrates historic…

​Army Knife is celebrating its 125th anniversary. To mark this occasion, the brand has secured a billboard takeover in New…

June 20 2022

Rituals Cosmetics launches limited-edition…

​Rituals Cosmetics is helping to make this season’s travels more positive with a limited-edition Summer of Joy gift box and…

Copyright 2022 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap