CHINA. Shiseido Travel Retail has teamed up with China Duty Free Group (CDFG) to host its first-ever VIP event in Hainan. The event offered an immersive showcase for Shiseido’s luxury Future Solution LX Legendary Enmei line.
The VIP event, held on 26 and 27 November at the Rosewood Sanya Hotel, invited VIP CDFG customers to awaken their senses with a multi-sensorial experience that blended art, science, Japanese beauty and Shiseido’s famous ‘Omotenashi’ hospitality.
“We are proud to host Shiseido’s first-ever VIP event in Hainan, which transported guests into a sensory world that draws inspiration from nature, Japanese Beauty and Shiseido’s spirit of Omotenashi,” commented Shiseido Travel Retail Asia Pacific Vice President Evelyne Ly-Wainer.
“This pioneering collaboration with CDFG embodied a new level of luxury for our flagship skin beauty brand and allowed us to deepen our engagement with CDFG’s loyal customers and celebrate Shiseido’s most luxurious skincare franchise, Future Solution LX.”
Ly-Wainer added, “We are thankful for CDFG’s partnership and look forward to further opportunities to offer exclusive and differentiated VIP experiences to their most esteemed clients.”
The Future Solution LX VIP experience blended story-telling, education and experiential elements to showcase the Future Solution LX Legendary Enmei Collection. The range comprises the Legendary Enmei Ultimate Renewing Cream and Legendary Enmei Ultimate Luminance Serum.
Sight & Sound
The luxury VIP experience engaged touch, taste, sight, sound and smell across various sumptuous environments at the Rosewood Sanya Hotel.
Guests entered an immersive Japanese-style garden complete with digitally-enhanced natural elements. The garden featured LED screens playing slow water ripples and atmospheric nature sounds. A professional photographer was on hand to take guest photos which could be downloaded instantly through a QR code.
Taste
VIPs got a first-hand experience of Shiseido’s Japanese heritage through a traditional tea ceremony. The experience was conducted by a professional tea art teacher and paired with traditional Japanese snacks.
Touch & Smell
Top beauty KOL Li Ming Ze 李铭泽, held a skincare masterclass which offered skincare tips, and invited guests to sample the Shiseido Future Solution LX products and enjoy luxurious hand treatments.
Shiseido also conducted a floral arrangement class which taught guests how to make their own flower box. They also learned the traditional Japanese art of ‘Furoshiki’ wrapping and were able to take the flower box home as a souvenir.
The campaign was extended digitally through a livestream by Li, which generated 12 million impressions on Weibo. Li broadcast the skincare masterclass and other elements of the immersive VIP event to his 2.2 million Weibo followers.
The Future Solution LX Legendary Enmei Collection
The Future Solution LX Legendary Enmei Collection was inspired by Japanese legends of transformation. It has been formulated with rare ingredients rooted in Japanese folklore: Legendary Enmei Herb and Green Treasured Silk.
Both ingredients have been known in Japanese culture to harness botanical power and boost skin’s regenerative ability.
The Legendary Enmei Herb is found in the forests of the sacred Mount Koya and is known for its restorative properties. Legend say that the Enmei herb was used by monk Kobo Daihi, a mythologised Buddhist figure in Japanese culture, to heal a sick traveller.
Green Treasured Silk is extremely rare and spun by Japanese oak moths in the mountain forests. It is light green and lustrous, with the silk pods producing a soft, featherweight fibre that boasts exceptional elasticity and strength.
The Future Solution LX Legendary Enmei Ultimate Renewing Cream boosts skin vitality and renewal. The soft cream is smooth, radiant and visibly improves wrinkles and dullness for a more defined and vibrant look.
The Future Solution LX Legendary Enmei Ultimate Luminance Serum renews skin quality, improves luminosity and leaves skin supple, glowing and hydrated.
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