CHINA. Shiseido Travel Retail, in partnership with China Duty Free Group (CDFG), last month hosted a celebration of NARS’ prestige makeup bestsellers, fronted by celebrity Mika Hashizume (Mika/米卡). His appearance at Sanya International Duty Free Shopping Complex on 7 November drove brand awareness, consumer engagement and footfall to the NARS counter, generating an uplift in sales of more than +20% (compared to the November daily average).
The event was supported by a comprehensive digital campaign that drove awareness and footfall to the live showcase. It was promoted on NARS-owned Chinese social media channels and through a strategic partnership with CDFG’s ecommerce and social media platforms. The campaign generated more than 3.3 million views and close to 550,000 engagements across all social media platforms (as of 11 November).
Click on the video above to see the campaign vibrantly brought to life at Sanya International Duty Free Shopping Complex.
Mika, who is the face for NARS’ complexion products in China, was a popular contestant on China’s Produce Camp 2021, an idol survival show filmed on Hainan Island. The show resulted in the creation of the 11-member international boy group INTO1. The NARS event invited him to take part in a series of travel-themed “audacious and playful” makeup challenges.
Shiseido Travel Retail Asia Pacific Vice President Evelyne Ly-Wainer commented: “NARS is growing from strength to strength in China, thanks to its iconic complexion products, and we were thrilled to welcome Mika to Hainan to celebrate this success. His uniquely bold and magnetic personality certainly brought a new level of traveller interest and excitement to NARS’ event of the year. We are thankful for China Duty Free Group’s partnership and support of our commitment to creating experiences that delight and engage Chinese travellers in Hainan.”
China Duty Free Group General Manager of Perfume & Cosmetics, Central Merchandising Division, Grace Wang said: “Shiseido Travel Retail is a longstanding partner of ours with a track record of delivering truly engaging activations that drive brand visibility and bring excitement to CDF Mall, Haitang Bay. The NARS event invited our shoppers into an audacious world with true star appeal, while educating and inspiring attendees with NARS’ bestselling complexion products. We look forward to further collaborations that deliver unique and memorable consumer experiences for our shoppers.”
Makeup challenges
Mika brought to life the “playful personality” of NARS through three travel-themed challenges that highlighted the brand’s bestsellers. In addition, Mika was interviewed about his Hainan trip experience and delivered a live performance for the audience members, three of whom were invited on stage and gifted NARS products.
NARS complexion lines were promoted throughout the showcase and at the counter, including Light Reflecting Pressed Setting Powder, NARS’ number one bestselling product; Orgasm Blush and Radiant Creamy Concealer. All three products have recorded triple-digit sales growth in Hainan so far this year, driving the expansion of the NARS business in Asia Pacific travel retail.
The photo-friendly Light Reflecting Pressed Setting Powder formula uses photochromatic technology to adjust to new sources of light. NARS’ exclusive Light Reflecting Complex optimises light reflection on the skin and creates a soft-focus effect by optically fading fine lines, wrinkles and pores.
Orgasm Blush delivers a “weightless, natural-looking” rush of cheek colour. Superfine micronised powder pigments ensure a soft and blendable application.
Enriched with hydrating, multi-action skincare benefits and light-diffusing technology, Radiant Creamy Concealer obscures imperfections and diminishes fine lines and signs of fatigue.
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