CHINA. Shiseido Travel Retail partnered with China Duty Free Group (CDFG) for the Clé de Peau Beauté Explore Your Extraordinary campaign at the cdf Sanya International Duty Free Shopping Complex Global Beauty Plaza in Haitang Bay.
The campaign, launched to coincide with the peak Chinese New Year holiday travel period in Hainan, concluded at the end of February.
The activation marked Clé de Peau Beauté’s fifth annual activation at the cdf Mall. According to Shiseido Travel Retail, it represents one of the brand’s most significant global travel retail initiatives to date.
Following its debut in Hainan, Explore Your Extraordinary will engage global travellers across Hong Kong, Macau, Taiwan, Thailand, Japan, the USA and Canada from April.
The animation was dressed in a gold colour palette and reinforced Clé de Peau Beauté’s values of scientific innovation, Japanese craftsmanship, luxurious formulations and retail excellence, the brand owner said.
It was located on the ground floor at the Global Beauty Plaza and complemented by a full counter dress-up at Clé de Peau Beauté’s flagship boutique in the complex.
Designed to offer both exclusivity and personalisation, the pop-up was anchored on Clé de Peau Beauté’s hero La Crème range. According to the brand owner, the campaign aligned with Shiseido Travel Retail’s ambition to create “unique value for travellers” and reinforced the brand’s presence in Hainan.
Inside, Clé de Peau Beauté’s Personal Beauty Specialists guided travellers through tailored skincare consultations. The experience was further enriched with an interactive photo opportunity which featured personalised on-screen traveller names, exemplifying the Japanese philosophy of Omotenashi (a Japanese hospitality philosophy embraced by Shiseido Group.)
Other noteworthy elements included a travel retail exclusives wall and an La Crème podium; both designed to immerse travellers in the brand’s heritage, advanced skincare technology and luxurious formulations.
The activation also spotlighted Clé de Peau Beauté’s bestsellers, including The Serum, The Supreme Series and Key Radiance Care range.
A campaign-exclusive pre-launch The Cream Set, encased in a limited-edition sleeve, was available at the pop-up.
In addition, the campaign integrated a seamless online-to-offline (O2O) experience, bridging digital and physical touchpoints that enhanced brand visibility and drove consumer conversion.
An exclusive takeover of the Clé de Peau Beauté CDF WeChat Mini Program shop-in-shop further amplified engagement among Chinese travellers. It offered a streamlined shopping experience alongside a convenient platform for discovering and purchasing prestige beauty products.
CDFG Vice President/Deputy General Manager, Product Merchant Department Dorothy Liu commented: “It is a privilege to welcome back Clé de Peau Beauté to cdf Sanya International Duty Free Shopping Complex for its fifth annual traveller campaign.
“During the Chinese New Year period, the island of Hainan is expected to host around five million travellers that are seeking luxurious ways to relax, explore and shop prestige beauty.
“The Clé de Peau Beauté Explore Your Extraordinary outpost provided an immersive and engaging retail experience that put the spotlight on La Crème. We are confident that travellers will embrace this world premiere of the Explore Your Extraordinary travel concept and look forward to collaborating with Shiseido Travel Retail in the future to bring more unique traveller campaigns to life for shoppers in Hainan.”
Shiseido Travel Retail President & CEO Philippe Lesné added: “As a core prestige beauty brand, Clé de Peau Beauté is one of the top priorities for Shiseido Travel Retail. The Explore Your Extraordinary campaign is a milestone, and we celebrate Clé de Peau Beauté’s elevated presence at Haitang Bay during Chinese New Year over the past five years.
“This year, we are planning the brand’s most ambitious worldwide campaign yet – it is a fantastic opportunity to engage global travellers with the unique science and story of our iconic La Crème. We thank our partners at China Duty Free Group for their continued support in bringing Clé de Peau Beauté to travellers seeking unique prestige beauty experiences.” 🏝️
