CHINA. Japanese beauty company KOSÉ Travel Retail has launched the new DECORTÉ Liposome Advanced Serum in Hainan.
The launch is supported by new counter designs, gifts with purchase and in-store activations which shine the light on the efficacy of the serum and the science behind it.
KOSÉ has launched refreshed counter and store designs to promote the DECORTÉ Liposome Advanced Serum in several key Hainan locations including with China Duty Free Group (CDFG) at Sanya International Duty Free Shopping Complex, GDF Plaza, Times DF x DFS Group Haikou Mission Hills Duty-Free Complex, Haikou Mova Mall (CDFG), CNSC Sanya International Duty Free Shopping Plaza and the Hainan Tourism Duty Free Shopping Complex.
Large scale OOH activations across the island’s major shopping destinations, key railway stations and airports are driving brand awareness for the Hainan launch.
These include high-profile digital displays at Haikou Meilan International Airport.
KOSÉ Travel Retail President Shu Shibue commented, “Since its creation in 2020, KOSÉ Travel Retail has been focused on providing its customers with a unique beauty journey. The debut of the DECORTÉ Liposome Advanced Serum in travel retail is a symbol of our prolonged commitment to creating beauty through innovation.
“By connecting with customers on a personal level, we are confident that this launch will be a great opportunity for KOSÉ Travel Retail to grow further to the next stage.”
The cross-channel DECORTÉ OOH campaign seeks to paint Hainan purple with striking visuals that highlight the power of the Lipsome Advanced Serum. The campaign features newly-appointed DECORTÉ Global Skincare Ambassador, Chinese singer and actor Zhang Yi Xing, who joins DECORTÉ Global Brand Ambassador, Chinese actress Zhou Xun.
The roll-out’s reach is expanded in the digital world with the introduction of KOSÉ Travel Retail’s first-ever WeChat Mini Program, alongside powerful Weibo communications and targeted advertising on OTA (online travel agency) sites.
The Mini Program has already gained a strong following within the first few days of its launch. With the DECORTÉ campaign, KOSÉ Travel Retail seeks to drive brand awareness in China and gain a better foothold in the market.
To support the launch, KOSÉ Travel Retail has strengthened its staff training programmes in Hainan. DECORTÉ Beauty Consultants were taught to embody the company’s Japanese spirit and highlight the excellence of the serum innovation in all international travel retail locations.
The DECORTÉ Beauty Consultants were also trained in new techniques to maximise brand awareness and connect with consumers in a way that mirrors the mindset of the brand’s corporate headquarters.
As reported, KOSÉ unveiled a refreshed formula for its hero DECORTÉ Liposome Advanced Serum for the first time in 29 years. Inspired by the idea of a ‘second skin’, the clean and vegan Liposome Serum is made with a higher concentration of multi-lamellar bio-liposome participles. These ultra-fine capsules (roughly 1/10,000mm in size) are made with phospholipids, a powerful bio composition component.
Like an onion, the serum contains multiple-overlapping layers and holds an abundance of active ingredients, containing one trillion bio-liposomes in a single drop.
The serum has a barrier effect which creates a veil of hydration, protecting the skin against various forms of irritation. It also boasts powerful moisture retention and locks in skin hydration, while boosting the absorption of skincare products applied after using the serum. The enhanced Liposome Serum from DECORTÉ is available in 30mL, 50mL and 75mL formats. It is also available in a travel retail-exclusive 100mL size and 100mL Duo Set.
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