CHINA. Shiseido Travel Retail has partnered with China Duty Free Group to run Clé de Peau Beauté’s #AccelerateFirst animation at the Sanya International Duty Free Shopping Complex in Haitang Bay.
As reported, the activation ran throughout February and was launched in honour of the brand’s 40th anniversary. #AccelerateFirst is also part of Shiseido Travel Retail’s wider year-long celebrations as the Japanese beauty group marks its milestone 150th anniversary this year.
The 360-degree activation was inspired by Clé de Peau Beauté’s hero ‘The Serum’ product and how it accelerates the skin’s journey to radiance. The pop-up was underpinned by an interactive augmented reality experience and immersive O2O customer journey that was inspired by the serum’s radiance-enhancing properties.
The animation featured luxury brand experiences, rich story-telling and digital gamification. A standout feature was an eye-catching outdoor installation that drove traffic to the outpost through a QR-accessible augmented reality experience.
China Duty Free Group General Manager of Perfume & Cosmetics, Central Merchandising Division Grace Wang said: “We were delighted to partner with Shiseido Travel Retail for the #AccelerateFirst animation, which immersed shoppers in the radiant world of Clé de Peau Beauté with its unique expression of elegance and science.
“The 360-degree activation exemplified our joint commitment to delivering memorable shopping experiences at Sanya International Duty Free Shopping Complex.”
The #AccelerateFrist animation featured many standout retailtainment and phygital elements.
The journey began at The Radiance Accelerator, an interactive kinetic game that educated shoppers about Clé de Peau Beauté’s three-step Key Radiance Care routine. With each step, the speed of the game increased, representing the idea of skin health acceleration.
The journey continued at the giant The Serum display bottle, which could be scanned to access an AR game. The ‘Accelerator of Infinite Radiance’ light and motion game highlighted The Serum’s efficacy and core ingredients through dynamic visual elements.
Led by The Serum, Clé de Peau Beauté’s Key Radiance Care range was the hero range of the animation. A selection of Clé de Peau Beauté’s skincare, makeup and travel retail-exclusive products as well as a specially-curated Ultimate Day Care Set were available at the CDF-exclusive display tower.
The journey concluded at the Radiance Gift Collection vending machine, where travellers were offered a ‘radiant surprise’ for completing the Radiance Accelerator game and AR Experience.
To add further star power, Clé de Peau Beauté Brand Ambassador, Chinese singer/songwriter Cai Xu Kun made a special celebrity appearance, delighting fans at the CDF Mall on 18 February. Cai highlighted The Serum as his must-bring travel essential and engaged with audiences through an interview and game.
The event concluded with a radiance ceremony which was attended by Cai, along with key executives from China Duty Free Group and Clé de Peau Beauté. The animation marked Clé de Peau Beauté’s first-ever celebrity event in Hainan.
“As Clé de Peau Beauté marks four decades in pursuit of radiance, we were proud to showcase the brand’s luxury credentials in Hainan during the festive Lunar New Year period,” commented Shiseido Travel Retail Asia Pacific Vice President Evelyne Ly-Wainer.
“With the #AccelerateFirst animation, travellers were able to discover our bestselling The Serum through a series of online and offline touchpoints to accelerate their own journey to skin radiance.
“We would like to thank China Duty Free Group for their partnership and support as we remain committed to continuously raising the bar and creating differentiated and engaging omnichannel experiences for travellers.”
Clé de Peau Beauté’s hero The Serum is the first step to its Key Radiance Care Ritual. The ritual is a three-step system that enhances Skin Intelligence. The Serum has been infused with Kelplex that boosts the skin’s regenerative ability. The new Skin Empowering Illuminator is the latest addition to the ritual.
Coming soonThe Moodie Davitt Report is delighted to announce the launch of 穆迪达维特中国旅游零售报告 – The Moodie Davitt China Travel Retail Report, a digital magazine dedicated to our industry’s hottest market. The new digital title, to be launched in April, will be published in Mandarin and English four times a year across multiple platforms.  This exciting new digital magazine from the world’s leading travel retail publisher will focus on all aspects of China’s travel-related ecosystem, including:
To subscribe, please email Kristyn Branisel at Kristyn@MoodieDavittReport.com For advertising and sponsorship enquiries please contact Irene@MoodieDavittReport.com or Sarah@MoodieDavittReport.com. For all editorial enquiries please contact Martin Moodie at Martin@MoodieDavittReport.com |
Footnote (1): Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
Click here to view all back issues. Please email Kristyn@MoodieDavittReport.com to subscribe.
Footnote (2): The Moodie Davitt Report has launched an e-newsletter, Beauty Curated, in association with Shiseido. It offers a curated selection of stories focused on the key beauty category in travel retail and beyond.
To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Beauty’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
