November 22 2023  |  Fragrances, Cosmetics, Skincare & Haircare

THE GINZA unveils debut boutique with DFS in Macau

By Hibah Noor

THE GINZA DFS Macau ribbon-cutting ceremony; Pictured (L-R): Megan Owyong, Regional Sales Director, Greater China, Shiseido Travel Retail Asia Pacific; Jamie Ong, Senior Director, Brand & Marketing, Shiseido Travel Retail; Evelyne Ly-Wainer, Chief Commercial Officer, Shiseido Travel Retail Asia Pacific; Johan Pretorius, President, Hong Kong & Macau, DFS Group; Amael Blain, Senior Vice President, Merchandising, Beauty, DFS Group; and James Guntrip, Vice President, Operations, DFS Group

Shiseido Travel Retail has unveiled THE GINZA’s debut boutique with DFS Group, the world’s leading luxury travel retailer, bringing the uber-luxe Japanese skincare brand’s minimalist, tailor-made solutions to T Galleria by DFS, Macau, Shoppes at Four Seasons. The boutique was inaugurated on October 27 with a ribbon-cutting ceremony, officiated by key personnel from Shiseido Travel Retail and DFS. THE GINZA’s first collaboration with DFS is well placed to welcome the return of travelers to Macau as visitor numbers continue to recover, increasing by +314.6% between January and July (year versus 2022).

Evelyne Ly-Wainer, Chief Commercial Officer, Shiseido Travel Retail Asia Pacific, commented, “This milestone opening with DFS marks an exciting chapter, as we strengthen our commitment to enhancing the luxury experience for travelers seeking the finest in skincare. Macau is one of Asia’s top luxury destinations and the perfect place to introduce THE GINZA, and we have created a new level of luxe to engage travelers through exclusive VIP experiences and hotel partnerships. We see potential to grow the brand in Asia and will continue to build awareness and desirability through selective expansion at strategic doors. We thank DFS for their support and look forward to THE GINZA’s bright future in Macau and beyond.”

Amael Blain, Senior Vice President, Merchandising, Beauty, DFS Group, added, “We are delighted to welcome THE GINZA’s elegant new boutique to the DFS portfolio. It represents a new touchpoint to connect and engage with discerning travelers who value high-performance and tailored products, elevating our beauty offer in Macau. THE GINZA’s commitment to quality and innovation aligns perfectly with our values, and we are confident that this collaboration will captivate our customers, providing them with the ultimate luxury skincare experience whenever they shop at T Galleria by DFS, Shoppes at Four Seasons.”

Under the ethos “Your Skin’s Haute Couture,” the boutique brings to life THE GINZA’s elegant simplicity and refined spirit of Japanese craftsmanship through a modern design inspired by the gridded cityscape of Ginza, Tokyo

THE GINZA boutique: a luxurious and personalized Haute Couture experience

Opened in July, the 34-square-meter boutique embodies THE GINZA’s minimalist philosophy and high-fashion aesthetic, anchored by a showcase of tailor-made and cutting-edge skincare solutions. Upon entry, travelers are greeted by THE GINZA’s calming Linden scent. Using state-of-the-art skin analysis devices, beauty consultants offer quick standing consultations with personalized skin assessments; travelers can also opt for a more private and in-depth session, accompanied by a hand massage in the VIP consultation area.

THE GINZA opening: rediscover beauty in Macau

The launch was supported by a 360° marketing program – including a VIP event, KOL engagement, a digital and social media campaign – from August until October to drive awareness and traffic to the new boutique. DFS’s top customers were invited on a ‘VIP Haute Couture Journey’ with THE GINZA – a curated luxury experience that included a masterclass to educate them on the brand story, technology and products; a relaxing matcha tea ceremony and boutique visit.

The VIP experience was extended to popular KOLs @了不起的水晶, @李老蔫 er, and @piwailee, who were immersed in THE GINZA’s haute couture universe in Macau. They documented their journey through the lens of beauty, travel and lifestyle, sharing their different perceptions of beauty through a series of photo and video blogs on Little Red Book. The KOL collaboration was boosted by a digital media campaign to engage travelers on key platforms Little Red Book, DFS’s WeChat Mini Program and Tongcheng Travel.

Building on THE GINZA’s luxury credentials, the brand collaborated with the Four Seasons Hotel Macau on custom room drops for the hotel’s prestige guests that includes an invitation to the boutique for an Haute Couture experience.

The launch culminated in the ribbon-cutting event that featured a violin performance and an introduction to THE GINZA’s new Advanced Eye Cream. The opening festivities were followed by a series of on-counter activations highlighting THE GINZA’s hero product, Hybrid Gel Oil, in addition to travel exclusives and an exclusive gift-with-purchase gift box.

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