Shiseido Travel Retail celebrates Sanya Block C debut
Shiseido Travel Retail has welcomed the Year of the Dragon by unveiling six brands – SHISEIDO, Clé de Peau Beauté, THE GINZA, IPSA, ELIXIR and NARS – in the newly inaugurated Sanya International Duty Free Shopping Complex Block C.
As tourism to Hainan continues to recover, Shiseido Travel Retail’s showcase – in collaboration with China Duty Free Group (CDFG) – brings ‘Beauty in Travel’ to life through its brands by offering immersive shopping experiences, unique retail concepts and travel-exclusive offerings to travelers. For the fourth consecutive Chinese New Year travel season, prestige brand Clé de Peau Beauté’s ‘Radiance Transports You’ animation invites travelers to discover their Ultimate Radiance.
Philippe Lesné, President & CEO, Shiseido Travel Retail, said, “We are thrilled to unveil one of our largest investments at the iconic Sanya International Duty Free Shopping Complex Block C. This marks our long-term commitment to connect with travelers across China and beyond through our brands. Our latest showcase champions Shiseido’s Japanese heritage and innovation with personalized beauty experiences catered specially for discerning travelers. As we celebrate the Year of the Dragon, we thank our partners at China Duty Free Group for their continued partnership and collaboration to serve our travelers.”
Dorothy Liu, Deputy General Manager of Perfume and Cosmetics Department, Central Merchandising Division at China Duty Free Group, added, “Sanya International Duty Free Shopping Complex Block C expansion has brought forth a myriad of opportunities for us to bring to life new skin beauty experiences. With evolving consumer values, including stronger demands for product personalization, ingredient efficacy and bespoke retailtainment, we are excited to enhance the presence of leading brands from Shiseido Travel Retail to satisfy the diverse needs of today’s Chinese beauty shopper in Hainan. We welcome Shiseido Travel Retail into Sanya Block C this Chinese New Year, laying the ground for an auspicious year ahead.”
To mark the opening of the Sanya Block C, five leading Shiseido Travel Retail brands have unveiled unique boutique designs, travel exclusive offerings, on-counter animations and retailtainment touchpoints to engage travelers through the senses.
SHISEIDO – Beauty is ALIVE
Showcased in one of eight exclusive show windows at Block C, SHISEIDO captures the essence of ‘tsuboniwa’ by merging the traditional Japanese garden style with a contemporary aesthetic.
Layered in the brand’s iconic red and white palette, the design condenses the essence of nature into a harmonious display with a strong sense of depth, three-dimensionality and refinement. At the boutique, SHISEIDO’s Beauty is ALIVE concept elevates the experience with a complete gifting service featuring Hainan-exclusive origami gift wrap. Travelers can also indulge at the new SHISEIDO Future Solutions LX lounge, showcasing the brand’s ultra-luxurious skincare line.
Clé de Peau Beauté Radiance Counter
One of Clé de Peau Beauté’s most impactful doors in travel retail features the prestige brand’s first ever Radiance Lounge and Cabin Space concept, Timeless Cabin. Travelers are treated to a complimentary Touch of Radiance experience in the Radiance Lounge, exclusive to the Block C boutique: a personalized 10-minute discovery of the iconic La Crème. The Clé de Peau Beauté Timeless Cabin invites travelers to indulge in the ultimate luxury of the Supreme Ritual – a relaxing, 20-minute experience of the Supreme Series bestsellers. Targeting skin aging concerns, clients can discover the gravity-defying effect (3D) and the skin-tightening effect (1D) with a minimum spend of RMB4,500 (US$617).
THE GINZA – A Sensorial Indulgence
Ultra-luxe, minimalist skincare brand THE GINZA unveils a brand-new counter concept, inviting consumers to embark on a sensorial journey through a tactile (touch), visual (sight) and olfactory (smell) experience for the senses at the newly designed Senses Bar. The newly launched THE GINZA Capillary Device observes changes in blood circulation upon application of the Hybrid Gel Oil, demonstrating the effectiveness of the brand’s iconic product.
IPSA – Connection
IPSA presents a travel exclusive counter concept Connection, highlighting the elements of travel and connecting to the world of IPSA. This boutique is also the first to introduce the IPSA Skin Counselling App with a brand-new Face Condition Analysis Function. To support the opening, the counter will host the Aqua Play Art animation, a 360-campaign with immersive water-inspired on-counter activations, until the end of March.
NARS – Powered by Boldness
The NARS boutique at Block C is the first NARS location in travel retail to feature a cutting-edge architectural concept inspired by the bestselling NARS Powermatte Lipstick. Bold and bright, the space embodies a sleek, contemporary aesthetic and is adorned in striking accents of NARS’ signature black and red hues. Branded archways guide consumers through an immersive experience that also includes professional make-up demonstrations, services, on-ground gashapon games and gift-with-purchases.
Clé de Peau Beauté: The ‘Radiance Transports You’ Animation
Hosted in partnership with CDFG, Clé de Peau Beauté’s ‘Radiance Transports You’ animation features the La Crème through a portal concept that takes travelers on an immersive journey to uncover their Ultimate Radiance. Located in front of the new Clé de Peau Beauté boutique in Block C expansion, the outpost is adorned with visuals of Clé de Peau Beauté Brand Ambassador and Chinese actress, Zhang Ziyi, to build brand visibility among travelers throughout the peak travel month of February.
Prior to their trip, travelers are invited to explore a WeChat Mini Program and play the accompanying Augmented Reality game, which offers the opportunity for travelers to redeem samples upon completion. The game also shares educational information about key ingredients in La Crème. At the outpost, travelers are invited to express their interpretation of ‘radiance’ before enjoying a personalized 4D experience in the Immersive Room. Travelers can embark on a luxurious journey of rejuvenation through a multi-sensory 4D experience featuring captivating visuals, aromatic scents, and realistic sound effects on the interactive screen.
‘Radiance Transports You’ runs until February 27 at Sanya International Duty Free Shopping Complex Block C.