CHINA. KOSÉ Corporation is showcasing its flagship Sekkisei brand at the China International Consumer Products Expo (Hainan Expo) from 26-30 July, in Haikou.
Founded in 1985, Sekkisei is a well-loved Japanese beauty brand centred around the use of traditional Asian herbs. Sekkisei combines potent botanicals in its formulations to bring beauty back to nature.
Its collections comprise the Sekkisei, Sekkisei Miyabi and Sekkisei Clear Wellness Series. Sekkisei Lotion was the first ever product to be released by the brand, while Miyabi is the brand’s prestige range. Clear Wellness is the brand’s sustainable offering.
At the Hainan Expo, KOSÉ Travel Retail aims to build brand awareness for Sekkisei and highlight its wider long-term Group strategy, ‘Vision 2026’.
KOSÉ Corporation occupies a large 500sq m stand, highlighting the brand’s ‘Gift from the Earth’ mantra. The exhibition space shines the spotlight on the brand’s natural ingredients and sustainable ethos.
It features a green, blue and brown colour scheme, reflecting the brand’s mission to enhance the beauty of both people and planet.
The stand is divided into four main zones: The Sekkisei Miyabi Zone, Sekkisei Zone, Sekkisei Clear Wellness Zone and the Save the Blue Zone. It also has designated product discovery and live streaming broadcast spaces.
At the Sekkisei Miyabi Zone, visitors can discover the brand’s prestige Miyabi series. It features evocative visuals of Japanese men’s figure skater and Sekkisei Global Muse Yuzuru Hanyu.
In the Sekkisei Zone, expo attendees can learn more about the history of the brand. At the Sekkisei Clear Wellness zone, visitors can try out the brand’s new Vitalizing Serum and UV Defense products, and learn about the series’ eco-credentials.
At the Save the Blue Zone, visitors can learn more about the brand’s ongoing efforts to protect coral reefs and marine environments through immersive and engaging visual and retailtainment materials.
KOSÉ Travel Retail is planning to roll out the first-ever ‘Sekkisei Global Counter’ in Hainan this Autumn. The counter will feature Sekkisei’s complete range and mark the brand’s debut in Hainan’s booming offshore duty free market.
KOSÉ Travel Retail President Shu Shibue commented, “As a first step, the Sekkisei Global Counter is scheduled to be launched in Hainan Island for the first time. I hope that many people will continue to connect with Sekkisei and that its feel and quality will reach each person’s heart and skin.
“After 37 years, I am delighted to be able to have the opportunity to directly convey Sekkisei’s desire to achieve transparency for all at the Hainan Expo this year. Sekkisei, which is made from Japanese and Chinese plants, will surely give great joy and grace to its customers. We see our presence in the Hainan Expo as a new start, where we will work to expand the base of Sekkisei.”
Sekkisei: Save the Blue
Sekkisei is a leader in coral reef preservation and regeneration in Japan. The brand donates a portion of all sales for conservation initiatives as part of its Save the Blue project.
The project first launched in 2009. Its mission is to cultivate enough coral reefs, equivalent to the bottom area of Sekkisei lotion products purchased. The company has announced plans to bring this campaign to Hainan soon.
In an effort to reposition itself as a more sustainable brand, the company recently launched the Sekkisei Clear Wellness Series with the motto of giving back to the earth with clean ingredients while being kind on the skin.
Its minimalist blue and white packaging reflects this sustainable commitment and its natural formulations. The bottles are made from sustainable materials that reduce CO2 emissions, while its outer packaging is made with 90% recycled cardboard.
