Shiseido unveils ground-breaking ‘Beauty in Motion’ vision at TFWA Asia Pacific
Welcoming media guests to the Shiseido trends briefing
Shiseido Travel Retail showcased its ground-breaking “Beauty in Motion” campaign during a trends briefing at the 2025 TFWA Asia Pacific Exhibition and Conference in Singapore, spotlighting how the 150-year-old Japanese beauty leader is pioneering the future of travel retail through award-winning technology, deep research, and consumer-centric innovation.
The presentation follows international recognition for Shiseido’s technological leadership, having won two prestigious CES Innovation Awards 2025 for its Gait Beauty Measurement System and SHISEIDO Skin Visualizer. These honors came from a competitive field of over 3,400 global submissions.
A new culture of beauty
Senior leadership including Pamela Shee (Senior Manager, Corporate Communications), Fran Law (Vice President, Commercial and Business Development, Travel Retail Asia Pacific), and Tatsuya Nagai (Vice President, Travel Retail Japan) outlined Shiseido’s commitment to building a “New Culture of Beauty” – a vision that integrates its Omotenashi hospitality ethos with strategic digital transformation.
Shiseido's stand at the 2025 TFWA Asia Pacific Exhibition and Conference
This transformation is driven by Shiseido’s R&D philosophy, DYNAMIC HARMONY, and supports its long-term objective to become a Personal Beauty Wellness Company by 2030.
Three strategic pillars, five trend territories
The Beauty in Motion campaign is anchored by three defining forces:
- Pioneering Science – Redefining skincare as a lifelong investment, supported by 32 IFSCC awards, 6,750 registered cosmetics, and the work of 1,200+ researchers.
- Personalization with Purpose – Delivering tailored beauty experiences through data, diagnostics, and innovation.
- Beauty with Intention – Meeting growing consumer desire for self-care rituals and emotional wellness through travel.
These pillars support five key trend territories guiding Shiseido’s travel retail strategy for 2025:
- Enduring Beauty – Longevity-focused skincare that boosts resilience and healthspan.
- Precision Skincare – Formulations backed by biotech and diagnostics for maximum efficacy.
- Scented Wellness – Functional fragrance as a tool for well-being and personal expression.
- Next-Gen Cities – Products and retail strategies inspired by local immersion and cultural connectivity.
- Smart Service – Integrating human expertise with technology-enhanced personalization and gamification.
Shiseido executives present the Beauty in Motion campaign
Technology leading transformation
Among the highlights of Shiseido’s innovation showcase were three major technology platforms:
- Gait Beauty Measurement System: Developed through Shiseido’s “fibona” program with ORPHE Inc., this tool uses wearable sensors and proprietary algorithms to evaluate gait beauty. Research shows it improves posture, muscle tone, facial impressions, and even mental state.
- SHISEIDO Skin Visualizer: A contactless diagnostic device using RGB and thermal imaging to assess visible and invisible capillary conditions. It offers personalized skincare insights regardless of skin tone or type, based on Optical Coherence Tomography Angiography (OCTA) data.
- VOYAGER Platform: Shiseido’s proprietary AI-driven formulation engine, trained on over 500,000 research data points from its 100-year R&D archive. The platform has been adopted by over 80% of researchers, accelerating product development and enabling real-time formulation predictions.
GTR Magazine Editor in Chief Hibah Noor receives a personalized Shiseido product demonstration at the Beauty in Motion showcase in Singapore
Product innovation across the house of brands
Shiseido’s product showcase during the trends briefing illustrated how these platforms are driving commercial innovation across multiple brands:
- Shiseido Ultimune Power Infusing Concentrate: Reformulated using insights into immune cell regeneration and Memory T Cells. Already launched in Asia Pacific, Japan and EMEA, with a rollout to Travel Retail Americas in July.
- Clé de Peau Beauté Key Radiance Care: Revamped to support the skin’s ability to differentiate between positive and negative stimuli, launching in Japan in July and expanding to Asia Pacific and West regions in September.
- NARS Around the World: A bold, travel-exclusive colour collection inspired by global destinations, launching in Global Travel Retail in June.
- THE GINZA Core Essence Care: A three-step luxury ritual enhanced by Linden Extract and Perceptive Complex III, based on over 20 years of skin physiology research. The line’s fragrance, Linden Aroma, exemplifies Shiseido’s commitment to functional scent.
The revolutionary SHISEIDO Skin Visualizer uses contactless RGB and thermal imaging to provide personalized skin analysis across all skin tones
Smart service, rooted in Omotenashi
Technology also enhances the service experience. Shiseido’s Smart Service model combines digital personalization tools, gamification, and in-store diagnostics with the human touch of its Beauty Partners. This approach preserves the company’s signature hospitality while meeting the needs of today’s hyper-connected consumers.
Pamela Shee emphasized this duality: “With over 150 years of beauty leadership, we’re constantly looking forward. But we never lose sight of what makes Shiseido, Shiseido – its roots in craftsmanship, hospitality, and care.”
Strategic clarity across regions
Tatsuya Nagai reinforced Japan’s role as a strategic base for innovation, with learnings from the domestic market shaping rollout across Asia Pacific. Fran Law, in her first public engagement as VP Commercial and Business Development, highlighted the brand’s evolution toward data-led planning and holistic platform development.
The Fukuoka TREX collection display demonstrates Shiseido's Next-Gen Cities trend featuring beauty products designed to connect travelers with local destinations
“We are creating not just a campaign, but a cohesive platform for engaging travelers across every point of their journey,” Law said.
Positioned for the future
The Beauty in Motion initiative is more than a marketing campaign – it represents Shiseido’s integrated strategy to lead the next phase of global beauty in travel retail. With CES-recognized innovation, a deep scientific foundation, and a commitment to personalization and wellness, the brand is setting new standards for what beauty can mean in motion.
