HONG KONG. Nuance-Watson (HK) and premium Japanese beauty brand Shiseido have joined forces to launch the new Shiseido Bio-Performance Super Corrective Serum at Hong Kong International Airport (HKIA).
This is the first time Shiseido has partnered with a travel retailer to organise such a large scale event in an airport environment within the Asia Pacific region, Nuance-Watson (HK) said.
To celebrate this partnership, Nuance-Watson and Shiseido held an inauguration event, “˜Reveal Timeless Skin in Just 1 Day’, at HKIA’s Temptation Duty Free beauty stores yesterday.
The event was attended by Shiseido Travel Retail Asia Pacific Regional Director Philippe Lesne and Nuance-Watson (HK) General Manager Perfumes and Cosmetics, Technology Lay Leng Tan.
A series of promotional activities have been organised, including complimentary Bio-Performance Super Eye Contour Cream Sample and skincare consultations. These are being offered to readers of eNrich Magazine, a travel retail magazine published by Nuance-Watson (HK) and distributed at prime locations in HKIA, and at selected dining outlets and hotels in Hong Kong.
Upon presenting the coupon distributed within the magazine, customers can benefit from the Shiseido beauty consultation service and the Handy Multi Micro Sensor, an advanced skin analysis machine which diagnoses their skin condition. Nuance-Watson’s Beauty Advisors can then recommend suitable skincare products to the customer.
Besides free skin consultations, eNrich readers can also claim a special gwp offer via a voucher attached to the magazine.
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To maximize awareness and exposure of the new Super Corrective Serum specifically to mainland Chinese travellers, Nuance-Watson (HK) has capitalised on its connection with ctrip, one of China’s leading online portals for desired destination and booking of air tickets and hotels. Aiming to increase travellers’ awareness of the offer prior to their arrival, via ctrip’s high traffic online portal, Nuance-Watson is offering ctrip customers travelling through HKIA a free trial of Bio-Performance Super Corrective Serum and free gifts at Temptation Duty Free. In addition, a two-tier gwp promotion is also being offered to travellers.
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“As a contributor to the travel retail industry we have to understand the airport environment and the nature of our customers “ |
Alessandra Piovesana Regional Managing Director Nuance-Watson (HK) |
Shiseido Travel Retail Asia Pacific Regional Director Philippe Lesne said: “We are truly excited about the launch with our strategic partner, Nuance-Watson (HK), and confident it will be very successful. Shiseido Bio-Performance has always been a key skincare line for the brand. We use a revolutionary technology that emulates the powerful effects of cosmetic treatment procedures, delivering multiple skin-regenerating solutions in one highly effective formula: the new Bio-Performance Super Corrective Serum.
“The benefit of this luxury product is that you can experience the effects from the moment of application, and the result becomes compounded day by day and week by week, as skin re-establishes the conditions that create a beautiful, youthful complexion.”
To ensure high standards of service and customer satisfaction, all Beauty Advisors at Temptation Duty Free have undergone comprehensive training sessions on Shiseido product knowledge and selling techniques.
Two Anti-aging Workshop sessions were organised exclusively for Nuance-Watson (HK) staff and Airport Beauty Club (ABC) members. ABC is a concept developed by Nuance-Watson (HK) that offers cosmetics and beauty privileges to airport staff. The company believes that by giving value-added benefits to airport staff, it can contribute to a positive atmosphere within the airport and help enhance the quality of the environment.
“As a contributor to the travel retail industry we have to understand the airport environment and the nature of our customers,” said Nuance-Watson (HK) Regional Managing Director Alessandra Piovesana. “Besides the high volume of travellers, there is also an enormous number of airport staff. We see the potential benefits of addressing the airport community, providing them with qualitative services conveniently within a self-contained environment, and helping strengthen their sense of belonging to this unique HKIA “˜city’.
“We developed the ABC in line with our 2010 Customer Focus Year’s positioning. ABC has now grown to over 2,000 members drawn mainly from Hong Kong Airport Authority employees, prestige airlines and airport-related companies. The Anti-aging Workshop is a unique experience for the members and also an opportunity for the brand to expand its reach to a new customer base.
“We will continue to tailor more innovative opportunities for ABC members together with our brands in order to achieve a win-win situation. We are very pleased that HKIA has provided a fantastic business platform for travel retailers and brands to carry out new concepts.”
Piovesana added: “We are very enthusiastic about the partnership with Shiseido as this launch is a first in travel retail for the brand. The collaboration brilliantly demonstrates the partnership spirit and innovative ideas through various marketing channels to drive customer satisfaction. We will continue to foster stronger and broader efforts, both internally and externally with our strategic partners, to enhance the shopping experience at the airport.
“The launch programme of Shiseido Bio-Performance Super Corrective Serum is one of the ideal portfolios of expanding our premium beauty offers and services strategy. We believe that the power of partnership will bring quality services and customer satisfaction and prove to be effective and rewarding.”
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