February 21 2023  |  Fragrances, Cosmetics, Skincare & Haircare

Shiseido brings skincare brand BAUM to Japan Duty Free Ginza

By Jane Hobson

The 25-square-meter counter invites travelers to experience the “BAUM perch”

Shiseido has launched prestige Japanese skin and mind brand, BAUM, in travel retail with the opening of its first counter with Japan Duty Free Ginza, at Mitsukoshi Ginza Department Store in downtown Tokyo.

Philippe Lesné, President & CEO, Shiseido Travel Retail, said in a press release, “BAUM’s addition to our prestige portfolio in travel retail is an important development that reinforces Shiseido’s ambition to become the global leader in skin beauty by 2030. We have evolved with consumers’ needs for responsible products, and BAUM carves a new standard in Japanese beauty with its sustainable tree-powered proposition. We look forward to introducing travelers to a new generation of skin beauty innovation, in collaboration with our key partner, Japan Airport Terminal Company Limited.”

According to the press release, "Based on the philosophy of coexistence with nature, which has been valued by Japanese people for centuries, BAUM embraces the power of trees through its brand concept: 'EVERY TREE, A BEAUTIFUL BEGINNING.' The launch of BAUM in travel retail supports Shiseido’s aim to realize a sustainable future where people live in happiness through its core business of beauty, under its corporate mission: BEAUTY INNOVATIONS FOR A BETTER WORLD."

Located on the eighth floor of Mitsukoshi Ginza Department Store, BAUM’s 25-square-meter counter invites travelers to experience the “BAUM perch” – a place for reinvigoration while indulging in the relaxing scents and sounds of the forest. The store conjures the power of trees through deep greens to express healing, natural woods to promote a sense of rejuvenation, and accents of black and white to express confidence and sophistication.

Green shelving and podiums are embellished with tree rings to reinforce the vision and philosophy of BAUM. At the self-trial podium, shoppers are encouraged to discover BAUM products and learn more about the brand through a dedicated iPad and educational panelling. For a luxurious experience, shoppers can receive a beauty consultation based on BAUM’s Forest Bathing Beauty (Shinrin-yoku Biyou) ritual – a personalized regime designed to evoke the refreshing tranquility of forest bathing through hydration and scent.


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