Shiseido and King Power International tie up for major NARS activations

Shiseido Travel Retail has partnered with King Power International Group (Thailand) to promote its first travel-exclusive collection, NARSissist #Jetsetter, through a series of activations in Bangkok.

Prominent NARSissist #Jetsetter activations featured throughout January and February at four key locations. At the King Power Srivaree Complex, a 25sq m pop-up store offered shoppers the chance to sample the travel retail-exclusive products. Demonstrations also showed customers how to complete a full beauty look using the NARSissist #Jetsetter collection, complemented by products from NARS’ complexion range.

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Get the #Jetsetter look: Customers could sample travel-exclusive products at the King Power Srivaree Complex

Following the opening of the pop-up store, King Power International’s Weibo team live-streamed a one-hour make-up demonstration from Roland Choong, a leading professional make-up specialist at NARS. This is the first time a make-up brand has leveraged the retailer’s Weibo Live channel, which has over 118,000 subscribers.

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Customer engagement to the fore: Choong’s make-up demonstration showed customers how to achieve the full beauty look

Fans who logged in to the Weibo Live demonstration had the chance to ask Choong questions on make-up tips and more. To further engage fans, a make-up quiz was held and participants were given the chance to win instant prizes from NARS.

The activation at King Power Srivaree Complex was followed by high-profile promotions at King Power Downtown Complex and in King Power Thailand’s main duty free stores at Bangkok Suvarnabhumi Airport. These were supported by a major digital push on social media platforms, including King Power Thailand’s Facebook page which has almost 439,000 ‘likes’.

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Roland Choong works his magic live to over 118,000 King Power Weibo followers

Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet said: “NARS’ huge social media following demonstrates how strongly it resonates with the millennials – something we have sought to leverage in support of the brand’s first-ever Traveler’s Exclusive collection.

“King Power Thailand shares our commitment to innovation, and its strong social media footprint and presence in Bangkok – an increasingly strategic location in Asia travel retail – has helped us deliver an impactful and highly engaging series of activations.

“As the first make-up brand to be featured on King Power Thailand’s Weibo Live stream, NARS continues to build on its reputation for growing its loyal consumer base through social and digital channels.”

The NARSissist #Jetsetter collection features four gifting sets: Eye, Cheek & Lip Palette; Orgasm Face Set; Lip Pencil Trio and Travel Brush Set.


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