THAILAND. Shiseido Travel Retail has launched the travel retail-exclusive Drunk Elephant ‘See Yourself in a New Flight’ campaign at Bangkok Suvarnabhumi Airport. It started on 16 September and runs until tomorrow (31 October).
The dynamic campaign is a milestone for Drunk Elephant which has, for the first time, taken over King Power’s newly opened Perfume Cosmetic Shop Booth Exhibition Space in the International Departures East zone.
The high-profile activation aligns with Shiseido’s mission to enhance the travel experience. It invites a global audience to engage with Drunk Elephant’s playful and innovative skincare philosophy during key festive periods such as China’s Golden Week and Diwali.
The Drunk Break Experience
The ‘See Yourself in a New Flight’ activation offers a playful, shareable experience that captures the attention of travellers, drawing them into Drunk Elephant’s world.
Bold visuals, a bright colour palette and travel-themed elements such as clouds and aeroplanes create a memorable setting, complemented by ‘Drunk to Go’ messaging designed specifically for travel retail.
The campaign encourages travellers to take a #Drunkbreak, providing an opportunity to experience Drunk Elephant through interactive activities. Bounce-back cards distributed across the airport and in King Power’s downtown locations, including King Power Rang Nam, King Power Srivaree and the Pullman Hotel, drive awareness and traffic for the pop-up.
Travellers can personalise their experience with consultations from Beauty Partners and the Smoothie Quiz, which generates tailored skincare recommendations based on individual skin types and concerns.
The Drunk Ball Game adds an element of gamification and educates participants on common skin concerns, reinforcing Drunk Elephant’s focus on clean, effective skincare.
At the Cloud Photo Zone, travellers can capture travel memories and send exclusive Thailand-themed Drunk Elephant postcards. The activation also includes gift offerings and limited-time promotions available exclusively at Suvarnabhumi Airport.
To amplify reach, the campaign leverages digital channels, including social media and ecommerce banners, with support from leading KOLs.
‘Glow on the Go’ with Drunk Elephant’s TREX24 Collection
The ‘See Yourself in a New Flight’ campaign is centred on Drunk Elephant’s TREX24 collection, featuring the Mile High-Dration Club and Nonstop Glow Kits. The travel-exclusive sets are designed to cater to the specific skincare needs of travellers.
The Mile High-Dration Club set comprises a hydrating serum and a firming peptide moisturiser, designed to strengthen the skin’s protective barrier and maintain hydration even at high altitudes.
The Nonstop Glow Kit features an AHA and BHA exfoliating serum alongside a replenishing moisturiser to ensure a radiant complexion even after a long-haul flight.
Both sets are compact, travel-friendly and meet airport security requirements. The TREX24 collection, packaged in colourful mylar-free designs, reflects Drunk Elephant’s commitment to sustainability, aligning with the growing consumer demand for eco-conscious products.
Alongside these kits, a comprehensive range of Drunk Elephant products is available at the activation.
With Suvarnabhumi Airport expecting a projected 36.1 million tourists in 2024, including a diverse mix of Chinese, Thai and Western Gen Z and Millennial travellers, Bangkok is an ideal location for Drunk Elephant’s flagship travel retail activation, the brand owner said.
Shiseido Travel Retail President & CEO Philippe Lesné commented: “With more than 36 million tourists expected to visit Thailand this year, we see the dynamic city of Bangkok as an important hub to connect with diverse global travellers. This is key to driving sustainable growth across Travel Retail Asia in the long term.
“The See Yourself in a New Flight campaign is a milestone for Drunk Elephant and Shiseido Travel Retail – reflecting our broadening portfolio and footprint in Asia.
“The vibrant campaign reinforces our commitment to creating new value for travellers by offering a distinct product line-up, retail environment and in-store experience that is tailored to traveller needs. We thank our partners at King Power and Suvarnabhumi Airport for bringing this elevated travel experience to life in Bangkok.” ✈
