JAPAN. Shiseido Travel Retail has launched prestige Japanese skin and mind brand BAUM in Japan travel retail by opening its first counter in the Mitsukoshi Ginza Department Store in Tokyo.
The striking 25sq m counter was opened in partnership with Japan Duty Free Ginza and Japan Airport Terminal Company Limited.
Founded in 2020, BAUM is a unisex sustainable beauty brand whose mission is to coexist with nature. Its brand concept, ‘Every tree, a beautiful beginning’, embraces the power of trees through natural formulations and nature-inspired packaging. The name BAUM was inspired by the growth rings of trees and represents the constant cycle of development towards a more sustainable future.
BAUM celebrates the integral role that trees play for people and planet. It is formulated with ingredients from every part of a tree including trunk, bark, leaves, fruit and roots. The brand is inspired by the Japanese tradition of Shinrin-yoku Biyo or Forest Bathing which is a form of mindfulness meditation surrounded by trees.
Trees are present throughout BAUM’s natural range of beauty products which are designed to soothe, relax and balance both skin and mind. All its formulations are free from parabens, silicones and synthetic colourants and made with a minimum of 90% natural-origin ingredients.
BAUM’s nature-loving ethos continues onto its packaging which uses upcycled oak repurposed from wood furniture offcuts. Its sleek wooden packaging extends the life cycle of the wooden furnishings, creating naturally varied yet striking pieces of art that can be used for a very long time. The brand also offers refillable products and reusable bags.
BAUM packaging is created from glass containers made of recycled glass, while its outer carton packaging is made from FSC-certified materials and plastic bottles that partially use a bio-based PET (composing plant-derived PET).
BAUM’s travel retail launch drives Shiseido’s ‘Beauty Innovations for a Better World’ corporate mission and its goal of becoming a top skin beauty player by 2030, the company said.
The new counter offers a distinctive ‘BAUM Perch’ experience on the eighth floor of the Mitsukoshi Ginza Department Store. The experience invites travellers to embark on a mini Forest Bathing multi-sensory journey while relaxing with the scents and sounds of the forest. The store conjures the power of trees through healing natural woods, with black and white accents that add a contemporary aesthetic feel.
Green shelving and podiums are decorated with tree rings to reinforce BAUM’s deep connection with trees. A self-trial podium encourages travellers to try out BAUM’s products, while a dedicated iPad and educational panelling inform shoppers of BAUM’s offer, ethos and efficacy.
Travellers can enjoy beauty consultations using BAUM’s Shinrin-yoku beauty ritual, which is a bespoke skincare regime that evokes the tranquillity of forest bathing.
BAUM’s hero lines are on display at the counter including the BAUM Hydro Essence Lotion, BAUM Moisturising Oil and BAUM Eau de Cologne. The BAUM Hydro Essence Lotion penetrates deep into the skin to infuse vitality, moisture and translucence, improving water retention and environmental defence.
The BAUM Moisturising Oil combines distinct oil layers that relax and soften the skin without excess moisture, while the Eau de Cologne is formulated with 97.1% natural, tree-derived ingredients that evoke scents of forest bathing. The Eau de Cologne is available in the Woodland Winds, Forest Embrace and Symphony of Trees scents.
Shiseido Travel Retail President & CEO Philippe Lesné commented: “BAUM’s addition to our prestige portfolio in travel retail is an important development that reinforces Shiseido’s ambition to become the global leader in skin beauty by 2030.
“We have evolved with consumers’ needs for responsible products, and BAUM carves a new standard in Japanese beauty with its sustainable tree-powered proposition. We look forward to introducing travellers to a new generation of skin beauty innovation, in collaboration with our key partner, Japan Airport Terminal Company Limited.” ✈
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