CHINA/JAPAN. Shiseido Travel Retail has opened a new chapter for Clé de Peau Beauté’s travel retail-exclusive Explore Your Extraordinary campaign with the Around the World edition, running until 31 December across key duty-free locations worldwide.
The campaign launched on 1 February at cdf Sanya International Duty-Free Shopping Complex in Hainan and at Kansai International Airport in Osaka, marking the first stops in its global roll-out.
The Around the World edition frames each location as a stop on a journey, with circular retail layouts featuring soft gold tones and floating hot air balloon motifs that reflect the campaign’s travel-inspired theme.
The outposts guide visitors through personalised consultations, product demonstrations and educational touchpoints, providing an immersive introduction to Clé de Peau Beauté’s hero skincare product: La Crème.
Shiseido Travel Retail Deputy Managing Director & General Manager, Travel Retail Asia Adele Zhang said, “Explore Your Extraordinary plays an important role in strengthening brand equity of Clé de Peau Beauté as one of our core brands.
“Through this global campaign, we are bringing together our hero prestige product, La Crème, with travel-inspired experiences and exceptional beauty services to reinforce the enduring luxury appeal of Clé de Peau Beauté.
“This approach truly brings to life Shiseido Travel Retail’s New Culture of Beauty, by embodying a consistently high level of craftsmanship, service excellence and experience worldwide.
“Together with our global retail partners, we hope to inspire diverse travellers to explore their extraordinary, each time they step into our space, wherever they are in the world.”
The Explore Your Extraordinary experience responds to evolving shopping behaviours, shaped by more considered, research-driven decision-making and a renewed interest in meaningful in-store engagement.
In Hainan, the activation operates as a multi-touchpoint retail journey. Visitors can scan a QR code to access a digital Voyager Logbook and collect stamps at key points along the experience, which can be completed to unlock an exclusive reward.
The journey begins in a lounge-style consultation area, where visitors receive a personalised skincare analysis and hand massage from Clé de Peau Beauté Personal Beauty Specialists.
This serves as the campaign’s primary educational touchpoint, guiding guests through the brand’s skincare philosophy, proprietary science and product efficacy.
Coinciding with Lunar New Year, the activation includes a digital backdrop where visitors can customise season’s greetings, which are then ‘released’ through hot air balloon-inspired visuals.
Upon completion, shoppers receive location-exclusive embroidered sticker patches as a keepsake.
Beyond Hainan, the campaign extends ‘sense of discovery’ through an interactive and educational retailtainment element inspired by a hot air balloon journey.
Customers participate in a tactile game that guides a golden bead representing CeraFerment – a key ingredient in La Crème – through a guided path.
The experience reveals how the hero product’s Skin Empowering Illuminator works to support the skin’s natural reparative functions at each stage. At the end, participants receive destination-exclusive embroidered sticker patches.
In Hainan, shoppers can purchase a China Duty Free Group-exclusive five-piece set of Clé de Peau Beauté bestsellers, presented in packaging featuring the campaign’s hot air balloon motif.
Across other key locations, an exclusive The Cream set is available in the campaign’s signature packaging, ensuring a consistent expression of Explore Your Extraordinary across markets.
The travel retail-exclusive assortments are complemented by a limited-edition candle set featuring destination-inspired charms. These are offered with qualifying purchases, serving as a souvenir for visitors beyond the animation. ✈
