Shiseido Travel Retail has introduced a new strategic framework under the banner of ‘Beauty in Motion’. The ‘New Culture of Beauty’ was designed to help position the company better adapt to a fast-evolving beauty and travel landscape amid wider company restructures.
The vision was presented to travel retail media at the Shiseido Beauty in Motion trends briefing during the recent TFWA Asia Pacific Exhibition in Singapore (11-15 May). It was attended by Shiseido Travel Retail Vice President Travel Retail Japan Tatsuya Nagai and Vice President, Commercial and Business Development, Travel Retail Asia Pacific Fran Law.
Shisedo’s New Culture of Beauty champions science, craftsmanship and experience to meet the evolving needs of the global traveller. The roadmap is driven by three pillars: pioneering science, personalisation with purpose, and beauty with intention.
Pioneering science centres around redefining skincare as a lifelong investment in skin vitality. Personalisation with purpose is about making more beauty more attuned to individual needs, while beauty with intention focuses on promoting rituals and products that nurture self-care and wellbeing.
According to the company, Beauty in Motion is a forward-looking vision shaped by 150 years of Japanese innovation and the spirit of Omotenashi (Japanese hospitality). The strategy is shaped by five core trends guiding Shiseido’s transformation in travel retail: enduring beauty, precision skincare, scented wellness, next-gen cities and smart service.
Enduring beauty
Shiseido is investing in advanced biotechnology and dermatological research to redefine skincare as a lifelong investment. Brands such as Shiseido, Clé de Peau Beauté and The Ginza are developing formulas that not only slow visible signs of ageing but enhance the skin’s innate ability to regenerate and defend itself.
The approach signals a shift from anti-ageing to resilience- and longevity-driven beauty, aligned with the growing ‘healthspan’ movement among consumers.
Precision skincare
Personalisation remains a key driver, with Shiseido applying AI and diagnostic tools to create customised, science-powered skincare solutions. Hero innovations include Voyager, an AI-driven platform for tailor-made formulas; and The Ginza’s Intelligent Flexible Skin Sensor Control (IFSSC) technology, which adapts in real time to changing environmental conditions for optimal hydration.
Shiseido has digitised more than 500,000 data points derived from its Takumi (artisan skills) and multidisciplinary knowledge, enabling AI to enhance and complement human creativity in product development through the Voyager platform. The integration allows researchers to focus on developing new beauty solutions, while AI supports the formulation of products that respond to increasingly diverse consumer needs.
Scented wellness
In response to the rising consumer demand for functional wellness, Shiseido is placing renewed focus on fragrance as a vehicle for self-care.
The brand is pioneering multi-sensory rituals that combine personal scent preferences with emotional benefits. Notably, The Ginza’s Linden Aroma serves as a signature scent designed to calm the senses and support skin regeneration.
Next-gen cities
Shiseido is also reimagining the relationship between beauty and place, developing products and retail concepts that resonate with travellers seeking local immersion and cultural connection.
Shiseido’s travel retail-exclusive collection reflects this philosophy, drawing inspiration from real traveller journeys and integrating a strong sense of place into the beauty experience.
Smart service
At the point-of-sale, Shiseido is combining in-store expertise with digital tools to deliver seamless personalisation, discovery and engagement. Gamification and tech-enhanced education are being deployed to create dynamic, immersive experiences, positioning Shiseido’s Beauty Advisors as essential touchpoints in the evolving retail environment.
Notably, the Beauty Advisors take a new role as KOLs, becoming ambassadors in-store.
During the briefing, Shiseido Travel Retail unveiled several high-impact product launches aligned with its Beauty in Motion vision.
A key highlight was the new Ultimune Power Infusing Serum, now available in Asia Pacific, Japan and EMEA travel retail with a roll-out planned for Travel Retail Americas (Miami) in July 2025. The latest evolution of the serum has enjoyed a strong start in the channel. Most recently it was showcased via a multi-sensory animation at the cdf Sanya International Duty Free Shopping Complex Block C in Haitang Bay, Hainan.
Interview: Shiseido Travel Retail Japan powers ahead as new Ultimune line gets off to a flierHaving made its travel retail debut on 1 March – immediately after a blockbuster two-day unveiling in Tokyo attended by The Moodie Davitt Report – the much-anticipated new Shiseido Ultimune Power Infusing Serum has got off to a strong start in the channel. On the eve of the launch, Martin Moodie spoke to Shiseido Travel Retail Japan Vice President Tatsuya Nagai at Japan Duty Free Ginza in Tokyo, about the new line and how Japanese travel retail, buoyed in recent times by a low Yen, continues to outperform its North Asian neighbours. Click here to read the full interview.
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The Ginza introduced its renewed Core Essence Care range – a three-step ritual comprising the Lotion, Hybrid Gel Oil and Emulsion.
Backed by over 20 years of skin physiology research and enriched with The Ginza Linden Extract and Perceptive Complex III, the line delivers deep hydration and environmental adaptability for refined, radiant skin. The revamped range is now available in Asia Pacific and Japan travel retail.
Clé de Peau Beauté revealed its renewed Key Radiance Care (KRC) line, which will debut in Japan travel retail in July, followed by Asia Pacific and Europe and Americas travel retail in September. The updated KRC line was designed to enhance the skin’s ability to adapt to its environment while preserving a radiant, healthy glow.
Nars showcased its Around the World travel retail-exclusive range, which will launch across global travel retail from June.
The Shiseido Beauty in Motion Trends Briefing underpins the company’s New Culture of Beauty by identifying the key beauty, wellness and trends shaping consumer expectations and brand expression in the channel.
The insights were drawn from a robust blend of third-party research and internal analytics, including sources such as Mintel, Kantar, government agencies and Shiseido’s own consumer data. ✈
