Introduction: In this thought-provoking opinion piece, Shiseido Travel Retail Vice President, Business Strategy & Development Janice Li explores how shifting traveller expectations are redefining beauty in travel retail. As global traveller numbers rebound but conversion rates remain soft, Li argues that the future of growth lies in embracing an “explorer mindset” – one driven by authenticity, cultural connection and discovery.
Consumer behaviour in travel retail is evolving, and we are now at a crossroad. While we see global traveller numbers continue to rise, beauty conversion remains soft across the channel (source: Kearney), revealing a gap between today’s returning travellers and the experiences being offered. Understanding these evolving expectations will be key to driving sustainable growth.
This new ‘explorer mindset’ is reshaping how travellers plan their trips, the experiences they value and the brands they choose to engage with. With greater value being placed on authenticity and discovery, our opportunity lies in bridging convenience and culture by creating offerings that embody the essence of each destination.
Understanding the ‘Explorer Mindset’
Shiseido Travel Retail’s Sense of Place philosophy celebrates beauty and travel as an expression of place, gesture and belonging, which aligns well with market sentiments. Today’s Chinese Free Independent Travellers seek meaning in every experience – from local culture and craftsmanship to beauty products that reflect a true Sense of Place (source: Jing Daily).
Increasingly, the products they encounter during their travels are intertwined with the spirit of a destination – reflecting its culture, traditions and way of life. Beauty becomes more than just a souvenir; it becomes a personal expression of a moment, a place and a memory.
Translating insight into strategy
This shift in mindset sets a new standard for brands in travel retail with product excellence as a baseline (source: Kearney). What further distinguishes beauty brands today is how they align with travellers’ broader values while reflecting the character of each destination.
A key challenge in travel retail, however, is giving travellers a reason to shop on the move rather than at home or online. Our answer lies in creating experiences and collections unique to the journey – products inspired by local culture, travel-ready formats and moments that turn shopping into discovery.
We are reimagining travel retail as a stage for memorable encounters, where prestige skincare reflects the local essence of each destination and becomes both symbolic and personal – a keepsake of the journey. By blending culture and beauty in a way that only travel can, we transform shopping into a meaningful experience of discovery through personalisation, design and collectable formats that feel authentic to every traveller.
Extending sense of place: The next chapter
Building on the success of From SHISEIDO With Love in 2024, the new SHISEIDO Wander Like an Explorer campaign marks the next chapter in our Sense of Place journey. Launching across seven cities – Shanghai, Beijing, Taipei, Hong Kong, Hainan, Bangkok and Tokyo – this travel-exclusive campaign celebrates the wonder of exploration through beauty.
Each destination features a bespoke skincare assortment in limited-edition packaging inspired by cultural identity and local landmarks. From Beijing’s Great Wall to the sun-soaked beaches of Hainan and the iconic tuk-tuks of Bangkok, each design captures the essence of place – creating a connection between beauty and culture.
The campaign’s creative concept draws on the idea of space exploration, reimagining each city as a distinct ‘planet’ of discovery. This creative storytelling underscores SHISEIDO’s uniqueness while deepening emotional connection with travellers.
Omnichannel engagement and retail differentiation
Wander Like an Explorer spans both physical and digital touchpoints to create one holistic experience for travellers across their journey. In-store displays and animations featuring city-themed TREX packaging and collectible gifts-with-purchase – such as portable AirPods cases styled as luggage and themed sticker sets – reinforce the spirit of discovery.
Digital activation on Alipay further links awareness, engagement and conversion within a single ecosystem. This omnichannel approach exemplifies how Shiseido Travel Retail brings its retail strategy to life, integrating digital discovery, social engagement and in-store experience in a seamless journey.
Every detail serves to leave a lasting impression, build connection and inspire purchase.
A Culture of Beauty, rooted in exploration
At its core, Wander Like an Explorer reflects our belief in creating a Culture of Beauty that connects people with art, ritual and place. It reimagines what travel retail can be – an experience that is not only commercially effective but culturally grounded and emotionally resonant.
As we look ahead, our conviction that beauty is a universal language remains. One that transcends borders and connects people through discovery. By understanding the new explorer mindset, we can engage travellers in more meaningful ways and define a new era of beauty in travel retail. ✈
