KOSÉ Travel Retail has launched an expanded global campaign for DECORTÉ Liposome under the banner ‘One Drop, One Journey’. It brings together striking activations, locally tailored experiences, travel retail-exclusive (TREX) gifting and digital amplification across markets.
The multi-month campaign represents the beauty house’s most extensive Liposome activation to date, extending across Japan, Beijing, Hong Kong, Macau, Bangkok and Los Angeles.
Participating locations include Tokyo Haneda (ANA Duty Free and JALUX Travel Retail); Tokyo Narita Terminals 1 and 2 (NAA Retailing Corpration); Hong Kong West Kowloon Station (Avolta); Hong Kong International Airport (The Shilla Duty Free); Bangkok Suvarnabhumi International Airport (King Power Group); Beijing Capital International Airport (China Duty Free Group) and Los Angeles International Airport’s Tom Bradley International Terminal (DFS Group).
It is also running in downtown duty-free locations in Macau (with CDFG-owned DFS) and Okinawa (Avolta-acquired DFS operations).
The campaign centres on DECORTÉ’s hero Liposome franchise the ‘One Drop, One Journey’ concept, which positions the brand’s signature micro-capsules as ‘navigators’ for both skin and travel.
According to KOSÉ Travel Retail, one drop of the serum contains 1 trillion micro-capsules and delivers lasting hydration over 24 hours.
The programme builds on DECORTÉ’s annual Liposome activations of recent years with an enlarged international footprint and a stronger connection between physical retail, digital engagement and inflight communications.
KOSÉ Travel Retail President and CEO Hiroto Kitaki commented, “It is our great privilege to unveil a groundbreaking global campaign for DECORTÉ’s iconic hero series, Liposome.
“Starting in Japan, we have successfully elevated this initiative into an even grander, multi-month campaign. Through our proprietary approach – seamlessly connecting online, offline and inflight channels – we remain dedicated to delivering exceptional experiences and bringing radiant beauty to travellers worldwide.”
A holistic Liposome journey
One Drop, One Journey is anchored by a central pop-up at the T Galleria by DFS Okinawa (recently acquired by Avolta).
The pop-up brings the ‘travel navigator’ story to life through a curated, localised experience. Travellers receive a Beauty Passport and are guided through a series of touchpoints. The experience begins with a museum-style Liposome History experience, tracing the skincare franchise’s development since 1992 and its beauty science and product evolution.
A ‘First Touch Up’ station invites travellers to trial Liposome with the help of expert beauty consultants. Afterwards, guests receive a special ‘Proof of Journey’ stamp in their Beauty Passport.
In addition, interactive digital panels invite visitors to create and share a personalised message about their next dream destination or travel vision, with participants receiving a 12ml Liposome sample.
The pop-up concept is adapted to individual markets through locally relevant experiences. In Hong Kong, the Liposome & Hong Kong History installation connects milestones in the skincare line’s evolution alongside key moments in the city’s history.
At selected locations, consumers who complete their Beauty Passport journey can also access an automated vending machine, which dispenses a bespoke sample kit tailored to their skincare needs.
Localised experiences and expanded global reach
The campaign kicked off in Okinawa in March and is running across four locations in the city, including T Galleria by DFS Okinawa and at DFS stores at Naha International Airport’s domestic and international terminals. As reported, Avolta recently signed an agreement with DFS Group to acquire 100% of the DFS offshore downtown duty-free and airport retail business.
The concept is supported by advertising featuring DECORTÉ Advertising Model and Los Angeles Dodgers baseball player Shohei Ohtani.
In Hong Kong, the programme appeared at the Hong Kong Duty Free store at West Kowloon Station (Avolta) in May.
In Hong Kong, the campaign’s core experiential elements were complemented by a market-specific Liposome & Hong Kong History display, which charted the evolution of the Liposome franchise alongside key milestones in the city’s history.
Consumers who completed the experience received a second ‘Proof of Journey’ stamp for their Beauty Passport. The activation was supported by an exclusive China-edition pouch, a limited-edition gift with purchase offer and Out of Home media activity.
Boosted by increased passenger traffic during Golden Week, the Hong Kong activation attracted strong visitor numbers and engagement. The experience sought to build deeper connections with local consumers and support KOSÉ Travel Retail’s wider 2026 ambition to “foster better engagement with local distribution channels”.
This was followed by an activation at BEAUTY&YOU by The Shilla Duty Free at Hong Kong International Airport from 24 June to 22 July.
The animation featured an interactive Travel Personality Test conducted via iPad, with personalised samples offered according to individual results. High-profile placement and Out of Home advertising supported the airport activation.
The campaign began at Bangkok Suvarnabhumi International Airport with King Power Group on 1 July and runs to 31 August. Inspired by the Japanese concept of ‘Wa’ or harmony, the pop-up showcases Liposome alongside the DECORTÉ Kimono fragrance collection.
Promoters dressed in kimono and yukata offered product touch-ups accompanied by green tea, while an omikuji Japanese fortune-telling experience offered sample giveaways.
Thai actress and DECORTÉ Eye Serum Brand Ambassador Kornnaphat ‘Orm’ Sethratanapong made a personal appearance at the pop-up on 2 July.
Travellers also received complimentary Uchiwa fans.
The annual Liposome campaign returned to the Tom Bradley International Terminal at Los Angeles International Airport for a third edition. Running across August and September the pop-up has doubled in duration compared with last year. KOSÉ Travel Retail described LAX as the location which saw the strongest consumer response in 2025.
The LAX pop-up combines Liposome with the Kimono fragrance collection and brings back the Gachapon capsule machine experience featured in previous editions, alongside gift-with-purchase offers.
Sense of place gifting
Gifting forms another pillar of One Drop, One Journey. DECORTÉ has introduced location-exclusive cosmetic pouches and limited-edition gift boxes designed to offer sense of place.
The Japanese editions, available across airports including Narita and Haneda, Kansai and Okinawa, feature the traditional Shippo-tsunagi, or Seven Treasures, motif. Its interlocking circles pattern symbolises connection, harmony and infinite expansion.
For Beijing, Macau and Hong Kong, the design draws on the traditional Pan Chang motif, while the Thailand-exclusive edition incorporates Lai Thai/Kranok, characterised by flowing forms inspired by flames and climbing vines.
KOSÉ Travel Retail is supporting the physical campaign with an integrated online and inflight communications strategy.
Airport OOH advertising and KOL-led media activity are being complemented by content across the company’s and retail partners’ official WeChat, RED and X accounts. Inflight magazine advertising extends the campaign into the passenger journey. ✈
