Shiseido Group’s premium Clé de Peau Beauté brand celebrated its relaunch and the appointment of new global muse Felicity Jones last week in Los Angeles.
The Moodie Davitt Report was the exclusive travel retail media present at the global press and influencer event. Look out for an interview with Jones and Chief Brand Officer Yukari Suzuki coming soon.
For the event, Clé de Peau Beauté transformed the Hotel Bel-Air into “an expression of radiance and light”. The brand’s luxury positioning was expressed via design features of crystal and light, in its signature palette of navy, beige and cream.
Elements such as a floral installation and a ballroom photo experience invited guests to step into the heart of Clé de Peau Beauté’s new brand positioning, expressed in the tagline ‘Unlock the Power of Your Radiance’.
Jones and Suzuki gave a Champagne toast as they introduced the global debut of the Clé de Peau Beauté Brand Essence video, filmed in Croatia.
The Spring/Summer 2018 campaign video, ‘A Radiant Day’, was also revealed to guests. The campaign, shot in London, will appear in print and online media across travel retail, Japan, North America, Russia and Asia this month.
Jones said: “I am honoured to be partnering with Clé de Peau Beauté on relaunching this brilliant luxury brand to the world. There is such personality and intelligence behind the brand and products. I cannot wait to see what the future brings to Clé de Peau Beauté.”
Suzuki commented: “With our relaunch event celebrating Felicity Jones in Los Angeles, we establish that a woman’s beauty is not only about her appearance, it is also about valuing her inner beauty, intelligence and who she is as a person.”
The Spring/Summer 2018 product focus, debuted at the event, includes new Firming Serum Supreme, lipstick shades and Radiant Lip Gloss – and existing products, namely The Foundation, Concealer and La Crème.
Firming Serum Supreme, inspired by research into skin density, is a 4D serum that is said to address the cumulative effects of gravity. It features Clé de Peau Beaute’s Illuminating Complex EX, to help moisturise and retexturise, and Glow Fortifier RX, an ingredient which helps increase suppleness and firmness.
“With our relaunch event celebrating Felicity Jones in Los Angeles, we establish that a woman’s beauty is not only about her appearance, it is also about valuing her inner beauty, intelligence and who she is as a person” – Clé de Peau Beauté Chief Brand Officer Yukari Suzuki
Radiant Lip Gloss includes a multi-polarisation pearl agent which reflects a luminous spectrum. Light-focusing and reflective oils give plumpness and clarity, while argan tree oil and safflower oil nourish lips. The product also features Illuminating Hydro Wrap Complex which is claimed to help smooth and restore lips.
Radiant Lip Gloss comes in eight shades: Rose Quartz, Warm Crystal, Charm, Pink Aura, Dream Stone, Rose Pearl, Star Dust and Fire Ruby.
The brand’s Lipstick, which contains Translucent Pigment technology, will be available in three new shades for SS18: Peach Stone, Crystal Star and Desert Rose.
*FOOTNOTE: Click here to read Martin Moodie’s recent landmark interview with Shiseido Group CEO Masahiko Uotani.
