CHINA. Shiseido Travel Retail has teamed up with China Duty Free Group (CDFG) to bring its #FasterRenewal concept to life at the Sanya International Duty Free Shopping Complex in Haitang Bay. The partners unveiled a radiant 360-degree animation which highlights Clé de Peau Beauté’s hero The Serum product and its key ingredient Kelplex. It has been running throughout February.
The #FasterRenewal animation aims to educate travellers about the skincare benefits of The Serum and how it accelerates the renewal of intelligent cells to boost skin radiance.
Key elements of the immersive O2O campaign include an interactive LED wall – a first for the brand in travel retail — a dedicated WeChat Mini Program and gamification.
The design of the pop-up symbolises the skin cell-energising properties of The Serum. Golden pillars and sparkling rings draw shoppers into the pop-up, and pay homage to the iridescent The Serum bottle.
An interactive 3D LED wall sits at the centre of the space, while a giant The Serum bottle signposts the entrance. The LED screen features a stunning 3D display of The Serum and surrounding aura sparkles, which represent the line’s triple marine botanical extract, Kelplex.
The experience concludes with a QR code which invites shoppers to follow Clé de Peau Beauté’s travel retail WeChat account and unlock a special souvenir.
Clé de Peau Beauté’s best-selling Key Radiance Care range and Supreme Series line are showcased via RFID technology-enabled product discovery tables. The interactive tables educate travellers about the key products, ingredients and skin benefits of both lines.
Several travel retail-exclusive Clé de Peau Beauté sets are showcased in dedicated areas including the cdf-exclusive tower which highlights the cdf-exclusive Key Radiance Care & Enhancing Eye Contour Cream Supreme Set.
The campaign was supported by a recent livestream broadcast, headlined by Clé de Peau Beauté Brand Friend, 唐晓天 (Daddi Tang), which drove traffic to the WeChat Mini Program and CDFG’s ecommerce platform. Tang was joined by leading KOL 马修_MX and representatives from CDFG.
The livestream showcased the ‘Faster Renewal Sphere’ and challenged 唐晓天 and 马修_MX to complete tasks at increasing speeds to signify acceleration. It also featured a series of lucky draws.
To further extend the campaign’s reach, the partners launched a comprehensive digital and KOL campaign which engaged with travellers at all points of their journey.
The dedicated Clé de Peau Beauté WeChat Mini Program features an educational game which highlights key product information. It is designed to drive offline traffic to the pop-up at the cdf Mall and online traffic to CDFG’s ecommerce platform.
In addition, leading KOLs 马修_MX, 周小仙yoo, 来历历 and 陈白羊Yvonne were invited to experience the animation and share their #FasterRenewal journeys with their followers.
“We are proud to present Clé de Peau Beauté’s The Serum and cement its iconic status through the aura sparkle-inspired #FasterRenewal animation,” commented Shiseido Travel Retail Asia Pacific Vice President Evelyne Ly-Wainer.
“With the resumption of travel, we look forward to engaging new and familiar shoppers to experience the power of accelerated skin renewal with our leading prestige brand. I would like to thank CDFG for their partnership and support as we continue to create unique value for travellers.”
China Duty Free Group General Manager of Perfumes & Cosmetics Central Merchandising Division Grace Wang added: “It is our pleasure to partner with Shiseido Travel Retail to transport shoppers into the radiant world of Clé de Peau Beauté and engage them with an immersive 360-degree experience.
“Shoppers in Hainan seek prestige brands, premium retail experiences and world-class service, and Clé de Peau Beauté’s elevated showcase of radiance offers a truly unforgettable retailtainment journey at Sanya International Duty Free Shopping Complex.”✈
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