USA. Japanese luxury skincare brand DECORTÉ, part of KOSÉ Travel Retail, is celebrating an exclusive partnership with Japanese baseball player Shohei Ohtani along with a special pop-up store and event at Los Angeles International Airport (LAX) in partnership with DFS Group.
The month-long pop-up – which ran until 15 September in Terminal B, Departures Level (Level 4) – was designed to engage travellers with a memorable shopping experience that highlights the brand’s premium offerings.
The DECORTÉ × Shohei Ohtani pop-up event featured a specially designed installation inspired by a baseball field and locker room, reflecting Ohtani’s sports legacy.
The event space, prominently situated near the DFS Group walkthrough store, highlighted DECORTÉ’s luxurious skincare products and bestsellers.
In addition to offering an immersive retail experience, ZIPAIR passengers who visited the animation received exclusive gifts. ZIPAIR passengers who showed the DECORTÉ x Shohei Ohtani promotional page and purchased any product were gifted a Shohei Ohtani-signed hand towel along with a 12ml bottle of the hero DECORTÉ Liposome Serum.
An original Los Angeles-exclusive DECORTÉ tote bag was also available as a special gift, further enhancing the customer experience.
This limited-time pop-up at LAX underscored DECORTÉ’s commitment to embracing innovative marketing strategies. It also showcased the brand’s strong Japanese roots through the partnership with Ohtani. The activation attracted both domestic and international travellers, providing an opportunity for DECORTÉ to expand its reach in global travel retail.
The pop-up event aligned with DECORTÉ’s broader goal of increasing visibility and engagement in key international hubs, with LAX serving as a prime location to reach a diverse and affluent audience.
KOSÉ Travel Retail President & CEO Shu Shibue commented: “Since our founding in 2020, we’ve been dedicated to our mission of ‘providing beauty to customers all over the world’. To achieve that, we have invested in many customer innovations such as digital online services and enhanced shopping experiences in stores to create meaningful engagement with our customers.
“We were extremely pleased to host the pop-up event showcasing Advanced Liposome, the hero product of DECORTÉ, at LAX this August. We believe the pop-up helped us reach new customers in a fun and exciting way. We would also like to express our appreciation for our partner, DFS Group.
“This animation was an important step to building our presence in the channel and driving awareness for our brands in North America. Our mission is to deliver captivating encounters and experiences to travellers all around the world, designed to help our customers enhance their beauty.”
DFS Group Senior Vice President of Beauty Amael Blain also commented: “With our shared dedication to providing innovative experiences to our customers, DFS is proud to partner with DECORTÉ to introduce this unique crossover between Japanese skincare and the sports world.
“This activation not only highlighted a baseball-inspired pop-up journey but also offered travellers an exceptional shopping experience with exclusive gifts at the DFS Los Angeles International Airport beauty store, showcasing our strong global partnership with DECORTÉ.
“Together, we celebrate the essence of this pop-up – ‘The Power to Inspire and Excel’ – bringing meaningful and engaging customer journeys to a wider audience in the West.” ✈
