Shiseido Travel Retail's Japanese beauty brands take center stage at KIX Duty Free
Japanese beauty brands from Shiseido Travel Retail claim the limelight at KIX Duty Free, Kansai International Airport Terminal 1
Shiseido Travel Retail has unveiled a holistic showcase of Japanese beauty in the newly opened KIX Duty Free, located at Kansai International Airport Terminal 1’s upgraded airside departure area.
Hailed as the biggest walk-through duty free store among Japanese international airports, KIX Duty Free is now home to ten of Shiseido Travel Retail’s brands, marking the company’s largest airport presence in Travel Retail Japan. Riding the momentum of a robust tourism recovery in Japan, Shiseido Travel Retail is set to inspire a growing number of Asian travelers with an elevated retail expression across skincare, makeup and fragrance.
To celebrate the openings, several brands have unveiled exclusive promotions including limited time offers and special gifts-with-purchase, anchored by a wide range of travel exclusive products. Following an encouraging rebound in Japan tourism that saw 2.52 million visitors in October 2023, exceeding pre-COVID levels for the first time, Shiseido Travel Retail’s investment comes as Kansai International Airport welcomes record numbers of travelers from across Asia, including China, Taiwan and South Korea.
At the heart of this revival, Shiseido Travel Retail takes center stage with its diverse portfolio of beauty brands, comprising SHISEIDO, Clé de Peau Beauté, IPSA, THE GINZA, ELIXIR, ANESSA, BAUM, NARS, ISSEY MIYAKE and Serge Lutens. Strategically positioned to attract affluent Asian travelers and spanning more than 130 square meters, the ten counters make up the largest beauty space within the 2,500-sqm store, making it Shiseido Travel Retail’s broadest Japanese beauty showcase in Japan.
Introducing BAUM’s first airport counter: A milestone for the sustainable Japanese skin and mind brand
Tatsuya Nagai, Vice President, Shiseido Travel Retail Japan, commented, “We are proud to unveil this elevated Japanese beauty experience in the spectacular new-look KIX Duty Free. The thriving rebound in Japan’s tourism sector underlines the revitalization of the region’s travel industry and fills us with optimism for the future of travel retail in Shiseido’s home country. On opening day, we saw double-digit sales growth, an encouraging result which stands as a testament to the unique value that Shiseido Travel Retail brings to travelers. I would like to express my sincere appreciation to our partner Kansai Airports for making this landmark collaboration possible.”
A key highlight includes the introduction of BAUM’s first airport counter, marking a milestone for the sustainable Japanese skin and mind brand, following its travel retail debut at Mitsukoshi Ginza Department Store in downtown Tokyo last December. The counter showcases a wide range of skin, mind and body care products, including the BAUM Hydro Essence Lotion and Moisturizing Oil, alongside eco-friendly reusable tote bags.
Clé de Peau Beauté’s 40-sqm counter forms one of Shiseido Travel Retail’s largest showcases at KIX Duty Free. Imagined in the new Radiant22 design concept, the counter carries hero skincare and makeup lines including key franchises, Supreme Age Artisans and Key Radiance Care, and a virtual makeup try-on tool. In addition, from December 2023 to February 2024, a Clé de Peau Beauté outpost will spotlight the Supreme Age Artisans collection, traveler exclusive offerings and gifts-with-purchase. A skin analysis and consultation experience is also on offer, with participating travelers receiving free skincare samples.
Complementing the Japanese beauty collection, the beauty zone at KIX Duty Free features a dedicated display showcase to facilitate cross-brand promotions between SHISEIDO, Clé de Peau Beauté and the ultra-luxe, minimalist skincare brand, THE GINZA. The unique, modular design of the fixture caters for diverse visual merchandising opportunities based on the Japanese brands’ promotional campaign strategies.
