CHINA. Shiseido Company Limited marks its third consecutive appearance at the annual China International Consumer Products Expo (Hainan Expo), which runs from 11-15 April in Haikou, Hainan.
The Moodie Davitt Report Founder & Chairman Martin Moodie is on location at the Hainan Expo, with exclusive rolling coverage of the spectacular consumer event throughout the week. Click here for his live coverage.
Shiseido is bringing a powerful portfolio of 11 brands to the Expo under the theme ‘Awaken Your Inner Beauty.’ Its pavilion [Hall 5, stand number:5H23] showcases new launches, limited-edition and travel retail-exclusive releases and highlights the company’s sustainability and DE&I initiatives.
Its presence at the Expo underlines its strategic focus on China and Hainan, which remains a key driver for Shiseido Travel Retail’s growth in Asia.
Flagship brand Shiseido invites attendees to discover its #ALIVEwithBeauty brand universe. The brand zone is centred around Shiseido’s signature colour, Living Red. Its circular design houses different areas focused on three Shiseido franchises: Ultimune, Vital Perfection and Future Solution LX.
Clé de Peau Beauté brings its aura sparkle-inspired #FasterRenewal concept to the Hainan Expo, following its recent run at the Sanya International Duty Free Shopping Complex. The sparkling brand zone highlights its best-selling The Serum alongside other brand pillars, La Crème, the Key Radiance Care collection and Supreme Series.
NARS is bringing the NONSTOP NARS Virtual World to Expo visitors, taking them through an interactive virtual world that showcases the brand’s makeup artistry through edutainment and gamification.
The NONSTOP NARS Virtual World was the subject of a recent Moodie Davitt Instagram reel which reached 290,000 views on the social media platform. The NARS brand zone highlights the brand’s new Soft Matte Complete Foundation as well as its Light Reflecting Foundation and Powermatte Lipstick lines. It also offers NONSTOP Nars travel retail-exclusives such as the Face Palette and Light Reflecting Setting Powder dressed in exclusive bold red packaging.
Ípsa, The Ginza, Baum, Elixir and Anessa are showcasing their latest skin beauty innovations in a multi-brand feature wall. Anessa is highlighting a limited-edition expression of its Perfect UV Sunscreen Skincare Milk in exclusive packaging featuring beloved Japanese animé character ‘Doraemon’. The ‘Whistling Doraemon’ Perfect UV Sunscreen expression comes in a 90ml format and is exclusively available for travellers in Hainan.
Shiseido Group’s fragrance brands Serge Lutens, Narciso Rodriguez and Issey Miyake are showcasing their latest fragrance novelties in a dedicated wall. Serge Lutens is celebrating the ten-year anniversary of its La Fille de Berlin scent, while Issey Miyake makes its Hainan Expo debut with the new A drop d’Issey Eau de Parfum Fraîche fragrance.
Beauty Innovations for a Better World
In line with its ‘Beauty Innovations for a Better World’ mission, Shiseido is shining the spotlight on its environmental, social and governance projects at the Expo.
Its presence features a dedicated refillable products area, which underlines its commitment to provide refills for more than 150 products in the China domestic market this year. Expo visitors can interact with the refill variations of 16 different product lines at the Shiseido stand.
The company is also highlighting its Lavender Ring social initiative. Lavender Ring was originally launched in 2017 to help cancer survivors regain their self-confidence through the power of makeup.
At the Lavender Ring area, Shiseido is presenting a gallery of participants who took part in the China edition of the ‘Lavender Ring Makeup Photos with Smiles’ project in 2022. ✈
Note: 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.
