HAINAN, CHINA. Shiseido Travel Retail has partnered with China Duty Free Group (CDFG) to launch the latest iteration of the Nars ‘Around the Globe’ campaign at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay.
The high-profile summer animation, running from 1 to 29 July, draws inspiration from the golden age of air travel to deliver a multi-sensory, omnichannel experience for travellers in Hainan.
According to Shiseido the campaign taps into ‘newstalgia’, a trend where younger consumers reinterpret vintage style as modern self-expression.
The experience reflects Shiseido’s ambition to shape a New Culture of Beauty, fusing prestige makeup craftsmanship, self-expression and digital engagement in the travel retail space.
A large-scale spherical ‘control tower’ installation anchors the pop-up in Block C of the Sanya complex, evoking the spirit of a 1960s Pan Am-era departure lounge.
Brand ambassadors in themed uniforms invite travellers to explore the space and interact with the activation.
At the heart of Nars Around the Globe is a digitally connected journey that integrates online and offline touchpoints. A dedicated WeChat Mini Program powers the campaign, encouraging travellers to engage with hero products, complete gamified ‘flight missions’ and unlock rewards. Tasks include exploring curated travel retail exclusives and testing Nars looks through an AR virtual try-on feature.
The hero experience at the Global Beauty Plaza pop-up is the AI-driven Navigator ID photobooth, where travellers can capture a personalised ‘flight-ready’ portrait. As visitors approach the photobooth, an interactive screen is activated, accompanied by a voiceover inviting them to pose for their photo.
The keepsake is printed instantly and presented in a collectible cardholder, designed in the campaign’s colour palette, offering a memento that taps into the growing popularity of bag charms and travel tags, Shiseido said.
Another highlight is the Nars Mission Ball Machine, a retro-inspired gamification tool that offers themed prizes such as luggage tags, claw clips and discount vouchers.
The campaign showcases the Light Reflecting collection, developed in response to rising demand for hybrid beauty products that offer both skincare and makeup benefits. The range has been infused with Glycerin and antioxidant Vitamin E, which hydrate and protect the skin while delivering luminous coverage.
At the pop-up, travellers can shop the travel retail and cdf-exclusive limited-edition Nars Travel Set. The set comprises the Light Reflecting Foundation in Yulong, Light Reflecting Pressed Setting Powder in Translucent Crystal, Mini Radiant Creamy Concealer in Vanilla and Mini Blush in Orgasm.
The wider travel retail-exclusive Around the Globe line-up includes Quad Eyeshadow in St. Paul De Vence, Blush in Sex Appeal, Oversized Light Reflecting Setting Powder, Radiant Creamy Concealer Duo and Light Reflecting Foundation Duo.
Nars’ travel retail-exclusive range leverages insights from TFWA’s Global Duty Free Buyer 2025 research that found 70% of beauty shoppers are more likely to purchase TREX beauty products.
To further enhance the experience, makeover services are available each weekend in July at the Nars flagship store in Sanya.
Travellers spending a minimum of RMB800 (US$112) can book 15-minute sessions led by Nars Regional Artists, with looks inspired by Japan, France, Korea and China.
Shiseido Travel Retail Vice President of Commercial and Business Development, Travel Retail Asia Pacific Fran Law commented, “Nars Around the Globe brings together traveller passion points of nostalgia, self-expression, and the joy of discovery – creating an immersive world of prestige makeup designed for the travel retail stage.
“The campaign is a clear expression of Shiseido’s New Culture of Beauty, brought to life through Omotenashi-led retail experiences, curated TREX offerings and high-performance innovation tailored to the global traveller.
“These are the principles that drive how we deliver new value for travellers and build trust for the long term. We are grateful to our partners at China Duty Free Group for their support in bringing NARS’ latest audacious campaign to life for makeup fans in Hainan this summer season.” 🏝️
