![]() |
The art of Zen, bottled: the latest feminine fragrance from Shiseido |
![]() |
Making make-up easy: Shiseido’s Maquillage range |
Comprehensive luxury: Clé de Peau enters travel retail at Incheon |
FRANCE/SINGAPORE. Shiseido presented a selection of new products, across fragrance, colour and skin care, at last month’s TFWA Asia Pacific show in Singapore. The launches dovetail perfectly with the company’s objective of stepping up its presence in the region, notably through new openings at key airports.
“We are making good progress here,” noted Regional Training & Marketing Manager Donna Seow. “Beijing and Shanghai have been mega projects, and we are also opening the Philippines and Malaysia.
“In the second half we will be targeting Vietnam, India and Indonesia (Bali and Jakarta). Our aim is to be in all the major airports within this region.”
The company’s latest feminine fragrance offering is Shiseido Zen, which made its debut in selected doors last autumn. “This concept is all about surprise, femininity and joy,” explained Seow.
The fragrance flacon is a square-shaped, gold-coloured bottle, the design of which was inspired by a Japanese teahouse. The key ingredients include a floral blue rose note, bergamot and grapefruit.
The striking advertising visual features a women in red gloves, morphing out of a golden ribbon.
The fragrance is currently available as a 30ml, 50ml and 100ml edp spray. “We will introduce the bath and body ancillaries in early 2009,” noted Seow. “There will also be a limited-edition version, with aromachology benefits, in spring next year.”
Within colour, Shiseido presented its Maquillage collection at the show. The line is well-known domestically in Asia, particularly in Japan, and the company feels the time is now right to roll it out into the travel retail channel.
“The travel retail buyers are requesting it,” Seow confirmed. “Maquillage used to be popular only in Japan, but its popularity has spread much wider. Now that the consumer awareness is there, introducing it to travel retail is a logical step.”
The collection, which is updated four times a year with limited-edition seasonal looks, is compact, colourful and sparkly. Where possible the packaging is transparent, so consumers know exactly what they are getting. Where relevant, mirrors and high-quality brushes are included.
The emphasis is on fun, fashion and experimentation – with accessible price points to boot. “With Maquillage, we help consumers get the most from their make-up, for example by numbering eye shades and including application sequences that help them easily create certain looks,” Seow explained.
There are flashes of must-have quirkiness too. For example, the Neo Climax Lip is a gloss packaged in a lipstick-shaped dispenser with a click-and-twist application format.
Within skin care, Shiseido’s high-end Clé de Peau range is turning its attention to travel retail. The collection recently made its debut in the channel at Incheon International Airport in South Korea, via two counters in partnership with AK Duty Free and The Shilla Duty Free.
“At Incheon, the two counters act as a travel retail showcase, but the products are still accessible,” explained Seow. “We also have more BAs there than usual, so that we can give our Clé de Peau customers the personalised service they deserve.
“This is a true luxury range,” she concluded, “and unusually for such a premium collection, it offers an extensive assortment of products. There is something to counteract every type of problem associated with ageing: not just wrinkles, but oil control, large pores, sagging, red flushes and so on. There is even a corresponding make-up range too.
“The skin care is presented in ivory packaging; the make-up in navy. The make-up items are very recognisable, and a real status symbol. Clé de Peau is our most premium line and every aspect of it – shape, packaging, texture – delivers an understated, but unmistakeable, feel of luxury.”
[comments]
Your post will appear – once approved – in
The Moodie Forum on our home page
MORE STORIES ON SHISEIDO
Shiseido sells Zirh brand to private investors – 31/08/07
Shiseido strengthens Benefiance and men’s portfolio – 13/11/06
Shiseido unveils Bio-Performance Dermabrasion kit – 21/06/06