Shiseido Travel Retail has rolled out the exclusive ‘From Shiseido With Love’ campaign, offering travellers region-specific beauty products and experiences.
The campaign centres on Shiseido’s Sense of Place collection, which comprises 12 city-themed sets tailored to the distinct beauty rituals and needs of travellers in different global destinations. The range features colourful packaging and visuals inspired by local elements.
From Shiseido With Love reflects the company’s efforts to provide a personalised experience for travellers by connecting with local culture and beauty practices through a curated assortment and thoughtfully designed packaging.
In Asia, the collection includes sets that celebrate the Shiseido Ultimune line’s tenth anniversary.
In Europe and the Middle East, the campaign highlights Shiseido’s popular suncare products, each presented in packaging that pays homage to key cities such as Paris, Milan and Dubai among others.
As part of the campaign, Shiseido has rolled out in-store activations in Hainan, Hong Kong, Macau and other key locations across Asia, featuring engaging elements such as a gift with purchase in a blind box format, adding an element of surprise for travellers.
The brand has also launched special luggage packaging inspired by its signature red hue exclusively in Asia.
In Hainan, Shiseido is highlighting a selection designed for the Asian traveller, with a focus on skincare. The product lineup includes the Shiseido Clarifying Cleansing Foam, Eudermine and the Ultimune Serum, specifically designed to address skin concerns common in the region.
The collection also includes a summer-focused set that features the Clarifying Cleansing Foam, Ultimune and Global Sun Protector, catering to the warm, humid climates often experienced by travellers.
The sets are presented in luggage-inspired packaging, inspired by the excitement of travel.
The Dubai set centres on sun protection, showcasing Shiseido’s popular Global Suncare range. It includes the Global Sun Protector and Global Sun Protector Cream, products that meet the needs of travellers exposed to strong sun while exploring destinations in the Middle East.
The packaging reflects local influences, with design elements that reference key regional landmarks and cultural patterns.
In Japan, Shiseido offers products suited for urban environments, aligning with the lifestyle of fast-paced Tokyo travellers.
The collection includes the Global Suncare Urban Environment and Global Suncare Stick, both designed to offer high levels of skin protection.
The packaging is inspired by Tokyo’s modern architecture, with subtle design cues referencing the city’s bustling energy.
Key locations such as Hong Kong, Bangkok, Hainan, Shanghai, Seoul and Macau are brought to life with engaging in-store activations, including fun gondolas and point-of-sale materials that incorporate playful travel motifs such as branded suitcases and luggage belts, creating an immersive shopping experience for travellers.
Shiseido Travel Retail President & CEO Philippe Lesné commented: “Today’s global travellers are seeking more than just visiting a destination – they desire exclusive experiences that forge authentic connections with the local culture.
“From Shiseido With Love is our way of engaging with travellers on a deeper level through localised offerings that celebrate each city’s artistic expression, landmarks and beauty rituals.
“The campaign supports our aim of creating a new culture of beauty – one that embraces diversity and encourages travellers to discover the beauty in travel and in the places they explore.”
In addition, a multi-channel Alipay campaign is running across several Asian markets to enhance the customer journey from online engagement to in-store purchase.
From Shiseido With Love demonstrates the company’s commitment to creating a travel retail experience that resonates with the diverse needs of travellers, offering products and experiences that reflect the culture and environment of different destinations. ✈
