Introduction: In this opinion piece, Shiseido Travel Retail Vice President Fran Law outlines how the Japanese beauty company is responding to evolving traveller expectations in Asia Pacific travel retail by embedding scientific integrity, personalisation and cultural storytelling into every consumer touchpoint.
From pioneering skincare innovation to digital-first retail experiences, Law unpacks the company’s ‘New Culture of Beauty’ – a strategic framework that champions value creation beyond price, cross-ecosystem partnerships and purpose-led engagement. She also introduces the Shiseido Beauty in Motion 2025 Trends, a forward-looking blueprint for sustainable growth in a sector where trust and agility are key.
In an era defined by evolving regulations, wellness-driven consumers and technology-led personalisation, the future of travel retail lies not in scale alone, but in trust.
At Shiseido, we believe trust is built through scientific integrity, cultural relevance and consistently elevated experiences – delivered at speed and scale across Asia Pacific. In this landscape, resilience is a business imperative for sustainable growth.
Rethinking growth: Centred on the individual traveller
While expansion remains a strategic goal, growth today hinges on deeply understanding travellers – digitally savvy individuals seeking meaningful, personalised experiences. Insights from the recent TFWA Asia Pacific Exhibition & Conference in Singapore affirmed the shift from transaction to engagement, compelling brands to deliver proven quality and tailored, memorable experiences relevant to each traveller’s journey.
To address these channel challenges, our strategy centres on three commercial imperatives: delivering unique value beyond price, reducing friction through digital innovation, and bridging ecosystems via strategic partnerships. This foundational approach underpins our ‘New Culture of Beauty’.
The pillars of our new culture: Driving innovation and elevated experiences
In APAC especially, rising expectations for efficacy, authenticity and emotional resonance continue to shape prestige beauty’s future. Shiseido Travel Retail addresses this through a new culture of beauty, built on three strategic pillars:
- Pioneering science
- Personalisation with purpose
- Beauty with intention
This ethos comes to life through the new Shiseido Future Solution LX Cabin Service in Hainan. This exclusive experience integrates all three pillars: leveraging over 40 years of pioneering research into skin longevity, centred on the Longevity Complex in the Future Solution LX line; offering purposeful personalisation via the Yutaka treatment for travellers; and conveying intentional beauty through a ritual embodying Japanese heritage and Omotenashi hospitality.
The Future Solution LX Yutaka treatment is a luxurious, 40-minute facial crafted for travellers. Leveraging rare botanicals and performed by trained therapists, the ritual blends advanced skincare with the art of Japanese Beauty.
A warmed porcelain Yutaka Massager combines heat and acupressure to awaken all five senses, enhance circulation and deliver a radiant, lifted look. This experience is a true expression of Omotenashi – Japanese hospitality at its finest, powerfully showcasing science and cultural storytelling in harmony.
Beauty in Motion: Shaping Shiseido’s expression in travel retail
In this spirit, we introduced the Shiseido Beauty in Motion 2025 Trends during TFWA – a framework of five key forces guiding how we create experiences with greater meaning, innovation and intention in travel retail.
Enduring beauty
Skin longevity is the new aspiration. As travellers seek skincare that supports resilience and ageing well, the narrative shifts from ‘anti-ageing’ to ‘futureproofing’ the skin. This evolution is underpinned by scientific innovation that taps into the skin’s innate intelligence.
At the forefront is Shiseido, with its iconic Ultimune Power Infusing Serum, backed by decades of skin immunity research. Its latest formulation strengthens the skin’s natural defences and builds long-term resilience, promoting a healthier, more vibrant complexion over time.
Clé de Peau Beauté approaches skincare with unique Skin Intelligence, its newly upgraded Key Radiance Care system enhancing skin’s intuitive ability to repair and defend itself for a radiant and resilient complexion.
Together, these prestige brands exemplify a new era of skincare: one that prioritises regenerative science, immune-cell renewal and personalised efficacy to meet the evolving needs of discerning travellers.
Interview: Shiseido Travel Retail Japan powers ahead as new Ultimune line gets off to a flierHaving made its travel retail debut on 1 March – immediately after a blockbuster two-day unveiling in Tokyo attended by The Moodie Davitt Report – the much-anticipated new Shiseido Ultimune Power Infusing Serum has got off to a strong start in the channel. On the eve of the launch, Martin Moodie spoke to Shiseido Travel Retail Japan Vice President Tatsuya Nagai at Japan Duty Free Ginza in Tokyo, about the new line and how Japanese travel retail, buoyed in recent times by a low Yen, continues to outperform its North Asian neighbours. Click here to read the full interview.
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Precision skincare
Beauty is becoming more intelligent with artificial intelligence (AI) and biotech enabling faster, tailored routines. Launched in September 2024, the Shiseido Voyager platform blends over 100 years of research with AI to speed up high-performance skincare development.
This platform predicts ingredient synergies, improved product stability, and customises skincare with greater precision. Meanwhile, The Ginza’s Perceptive Complex III enhances skin’s capability to adapt to real-time needs, delivering personalised care. These innovations showcase how Shiseido seamlessly integrates advanced science and new technology.
Scented wellness
As wellness influences travel retail, scent is being integrated into skincare rituals. The Linden Aroma, a signature note in The Ginza’s skincare range, calms senses while supporting skin regeneration. It exemplifies how emotional and functional benefits can co-exist, offering travellers both relaxation and efficacy.
Next-gen cities
Today’s travellers venture beyond the beaten path, seeking authentic, less crowded cultural experiences in emerging urban gems. In response, our travel retail-exclusive (TREX) collections bring these destinations to life through curated skincare narratives.
Inspired by next-gen cities like Fukuoka, Shiseido’s airport-exclusive TREX sets weave design elements reflecting each locale’s character. The upcoming Wander Like An Explorer collection also encourages exploration through destination-inspired designs and storytelling connected to a sense of place.
Smart service
Finally, digital and human touchpoints must work in harmony. By combining diagnostics, gamification and Beauty Partners’ expertise, Shiseido enhances every interaction while staying rooted in its hospitality values.
In Travel Retail Japan, Beauty Partners are empowered as micro-influencers, using livestreams and social media to guide, educate and connect with travellers in real time. This seamless integration of human insight and digital tools ensures service remains personal yet performance driven.
Outlook: Bold moves bring clarity during uncertainty
The outlook for APAC is bright: according to IATA, the region will account for nearly half of all global air traffic by 2043. With cosmetics and fragrances already the largest category in the world’s biggest travel retail market, the scale of the opportunity is vast – and realising its full potential will require bold thinking and creative courage.
As one of the longest-standing beauty companies in the world, Shiseido is uniquely positioned to drive the prestige market in its home region. Through purposeful innovation, deeper traveller engagement and the proud expression of our Japanese heritage, we are reimagining growth – not simply as expansion, but as a commitment to lasting impact.
In a region defined by momentum and change, staying bold is not just a strategy – it is our advantage. We invite our partners across the industry to join us in shaping a resilient future. ✈
