SHISEIDO ULTIMUNE Power Infusing Serum rolls out across Asia and Japan
The new SHISEIDO ULTIMUNE Power Infusing Serum claims its place in travel retail in Asia
Shiseido Travel Retail is introducing the new SHISEIDO ULTIMUNE Power Infusing Serum – the world’s first Memory T-cell serum, backed by 30 years of research to strengthen skin defenses and slow skin aging – with a first-of-its-kind experience for travelers across Travel Retail Asia and Japan.
‘The Journey to Freedom from Age’ is the prestige brand’s largest launch of the year, an immersive concept that reimagines beauty discovery through storytelling, science, and sensorial design. First animated in Tokyo and Osaka in Japan in March, the global rollout of the campaign is anchored by a standout outpost at cdf Sanya International Duty Free Shopping Complex Block C in May. The space was unveiled during the May Golden Week holiday, a peak travel season in Hainan.
The interactive space features digital touchpoints, personalized skin diagnostics, and engaging retailtainment zones specially curated to highlight the essence of the new SHISEIDO ULTIMUNE Power Infusing Serum
The rollout will continue across key cities, including Shanghai, Hong Kong, Taipei, Bangkok, Singapore, and Seoul.
The ‘Journey to Freedom from Age’ campaign brings to life a breakthrough formula behind the new SHISEIDO ULTIMUNE. Uniquely powered by the patented Power Fermented Camellia+ complex, ULTIMUNE is a serum reborn to slow the skin aging cycle. SHISEIDO’s patented technology activates Memory T-cells to eliminate aged cells, strengthens skin’s immunity and ignites its regenerative power for healthier skin.
At its core, this key ingredient harnesses antioxidant-rich Camellia seed extract, bio-fermented through the traditional Japanese ki-koji5 process for superior skin defense. The serum works at the cellular level, infusing 30 million skin cells with new life, fortifying the skin’s natural defenses, and boosting resilience over time. Clinically proven to visibly improve skin’s resilience, smoothness, and radiance, the new ULTIMUNE is said to reflect Shiseido’s skin science leadership, propelling to a new level of aging care providing users Freedom From Age.
The roll-out is backed by an immersive 'Journey to Freedom from Age' concept
Fran Law, Vice President, Commercial and Business Development, Shiseido Travel Retail Asia Pacific, said, “Following the launch of SHISEIDO ULTIMUNE Power Infusing Serum in March, we have seen strong performance across Travel Retail Asia and Japan. As slow ageing and skin regeneration become defining themes in beauty, Shiseido is well placed to lead, supported by our deep research and development expertise and 150 years of Japanese Beauty innovation. Travel retail is a powerful platform to inspire discovery, connection, and renewal throughout the journey, and this campaign is a meaningful step forward in how we connect with travelers. We thank our retail partners across Asia for their longstanding support, and together we hope to elevate skincare from a simple purchase into a richer, more personal ritual of self-care for travelers.”
‘The Journey to Freedom from Age’ brings Shiseido’s signature blend of art and science to life through a traveler-first, multi-sensory concept that mirrors the transformative power that ULTIMUNE delivers to the skin. Inspired by the hero ingredient, the Camellia flower, the outpost in Sanya combines technology with immersive storytelling to create a reimagined beauty discovery experience for travelers. The interactive space features digital touchpoints, personalized skin diagnostics, and engaging retailtainment zones specially curated to highlight the essence of the new SHISEIDO ULTIMUNE Power Infusing Serum.
An RFID-enabled7 experience places this powerful ingredient at the heart of a three-part interactive journey. Each traveler receives a camellia-shaped RFID token that personalizes their visit across the following storytelling zones:
The Power of the Camellia Display
The token activates a blooming trans-reality digital display that reveals the Ki-Koji fermentation process and demonstrates how ULTIMUNE works to combat skin concerns of the traveler.
The power of camelia: Travelers are encouraged to learn how ULTIMUNE works to combat skin concerns
Memory T Cell Game
A gamified, projection-mapped challenge – powered by Real-Time Projection Tracking Technology 10 – invites travelers to step into the role of Memory T Cells, allowing consumers to learn about the critical role Memory T-cells play in supporting skin immunity through an engaging and educational activity.
Artsy Camellia Capture
A special photobooth features an AR experience. Once the camellia petal-shaped RFID token is held, it transforms into a blooming camellia flower. Before downloading, travelers can customize their final output with a selection of background and Hainan-exclusive stickers, rounding off the experience with a playful touch.
Engagement is further deepened through the CDF-exclusive travel set, the ULTIMUNE Power Infusing Firming & Protect Collection Set. Curated with travelers in mind, the set offers a complete, high-performing, and compact routine. To complete the experience, tiered gift-with-purchase incentives are offered, including a travel-exclusive passport case and collectible passport patches with Hainan-exclusive designs. These allow travelers to customize their passport case by adding passport patches, creating a personalized accessory. On-site sampling turns each counter interaction into a moment of discovery,
allowing travelers to engage directly with the products and experience their benefits firsthand. These thoughtful touchpoints brings Shiseido’s most advanced skin immunity science directly into the hands and daily rituals of global travelers.
Beyond the animation zones, the 360-campaign is further supported with a targeted digital push throughout May, which spans across leading online travel agency platforms like Ctrip, Qunar, and Tongcheng, alongside paid social on CDF Hainan and Sunrise WeChat Moments, as well as a third party partnership with Alipay.
