HAINAN, CHINA. Shiseido Travel Retail has partnered with China Duty Free Group (CDFG) to unveil the Nars Natural Matte Longwear Foundation with a high-profile outpost at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay.
Running from 1-28 April, the immersive ‘Face Everything’ activation was designed to drive curiosity and trial.
Wider availability for the Nars Natural Matte Longwear Foundation across travel retail locations began in April.
The outpost is designed in Nars’ signature black-and-white aesthetic with warm accents, centred around a circular display that places the foundation at the heart of the experience.
Surrounding zones encourage product discovery through trial, shade consultation and expert guidance.
Campaign visuals featuring Nars Brand Ambassador Chinese actor/singer Xiao Zhan feature prominently throughout the space.
A gamified blind-box vending machine adds an interactive element, while travel retail-exclusive self-pack bundle sets allow travellers to curate their own product combinations and shade matches.
Additional experiential features include dedicated photo areas and a lifestyle corner. Gift-with-purchase mechanics further support conversion, while live makeup demonstrations by Nars makeup artists on weekends enhance engagement.
Following the April activation, continued in-mall visibility will sustain momentum and direct traffic to the Nars boutique, where further engagement is driven through interactive prize experiences, the company said.
‘New Technology, Better Benefits’
The Nars Natural Matte Longwear Foundation builds on the success of Nars’ Light Reflecting Foundation.
Positioned around the theme ‘New Technology, Better Benefits’, the Nars Natural Matte Longwear Foundation reflects shifting traveller expectations for performance, finish and adaptability across climates and environments.
The foundation line includes a shade range tailored to Asian skin tones, including Yulong, Yangyang, Kailash and Gion. It delivers up to 24-hour wear with a breathable, natural matte finish.
Powered by Nars’ Pore Refining Trio and Weightless Blur Technology, the formula offers buildable coverage, shine control and a soft-focus effect that visibly smoothens pores and skin texture.
According to Shiseido Travel Retail, the product follows makeup’s ongoing ‘skinification’ trend. Its serum-like formula incorporates ingredients designed to enhance skin texture over time, while maintaining longwear performance.
Clinical and consumer testing have revealed reduced shine and a lightweight feel even after extended wear.
Shiseido Travel Retail Nars Brand and Marketing Director Felicia Wang said: “Beauty remains a leading category in travel retail (Kearney) and makeup innovation is at the heart of what excites and inspires consumers who are looking for high-performance products that are easy to use and deliver flawless results wherever they go.
“The new Nars Natural Matte Longwear Foundation introduces a scientifically advanced solution tailored to the diverse environments our travellers navigate. By combining cutting-edge technology with immersive retail experiences, we are creating meaningful connections that build consumer confidence, drive conversion and deepen loyalty.
“We are grateful for our continued partnership with China Duty Free Group and look forward to advancing the prestige makeup category across Asia travel retail.” 🏝️
