Shiseido marks 150th anniversary with Hainan campaign and launches WeChat Mini Program with CDFG

CHINA. Shiseido Travel Retail recently partnered with China Duty Free Group (CDFG) to launch a month-long celebration dedicated to prestige brand Shiseido’s 150^th anniversary.

The online-to-offline (O2O) activation in November brought to life the brand’s ‘From life comes beauty’ campaign at Sanya International Duty Free Shopping Complex, featuring digital beauty experiences and offering limited-edition anniversary products.

The animation was supported by an integrated marketing strategy that engaged travellers across online and offline channels.

The promotion paid homage to two of the brand’s key lines: Eudermine Revitalizing Essence, Shiseido’s first cosmetic product launched in 1897; and Ultimune Power Infusing Concentrate III, the brand’s bestselling serum, now with upgraded technology.

Dressed in the red that is synonymous with the brand, white lighting and metallic accents, the bright and open space invited travellers to experience the brand’s heritage and innovation, represented by these two lines.

Besides the 150th anniversary collection, travellers could also explore the Vital Perfection line and a range of travel exclusives – including the CDF-exclusive Ultimune Defense Strengthening & Firming Set – at the Product Discovery Bars and dedicated wall displays.

To create “a seamless O2O experience for consumers”, Shiseido has also partnered CDFG to launch its first WeChat mini program, offering access to its latest brand campaigns, products and KOL recommendations.

Users can purchase products directly via CDF ecommerce within the mini program. To mark the anniversary, an immersive digital game has been designed to enable users to learn more about the Shiseido skin beauty regimen by cultivating a camellia flower.

Shiseido Travel Retail Vice President Travel Retail Asia Pacific Evelyne Ly-Wainer commented: “Since its founding 150 years ago, Shiseido has been uncovering the connection between life and beauty, developing cutting-edge products based on its unique Life Science research. Today, we are proud to celebrate Shiseido’s enduring spirit and share the beauty innovations from its storied history with our consumers during this landmark anniversary year.

“We are also excited to further engage with travelling consumers through the brand’s first WeChat mini program in exclusive partnership with China Duty Free Group. We thank CDFG for their support in delivering this milestone activation and bringing the best of Shiseido to travellers in Hainan.”

CDFG General Manager of Perfume & Cosmetics, Central Merchandising Division Grace Wang added: “In line with our commitment of delivering best-in-class retail shopping experiences to Chinese consumers, we were delighted to host Shiseido’s 150th anniversary animation in exclusive collaboration with Shiseido Travel Retail in their special year.

“Shiseido has built a strong reputation for its high-quality products backed by advanced R&D, and it was a great opportunity to spotlight some of these icons to our shoppers, who are seeking increased choice, innovation and digital engagement in skincare. We congratulate Shiseido on reaching its historic 150th year, and we look forward to working together to further inspire travellers with the beauty innovations of tomorrow.” ✈