CHINA. Shiseido Travel Retail recently partnered with China Duty Free Group (CDFG) to showcase its anti-ageing pillar with a dazzling 360-degree pop-up campaign at the cdf Sanya International Duty Free Shopping Complex (cdf Mall) in Haitang Bay. It ran for one month.
The celestial-themed animation was inspired by stars and designed to “empower travellers to shine like superstars”, the brand said.
The pop-up was dressed in the Vital Perfection range’s signature gold and purple colour palette and immersed travellers into the world of the Intensive WrinkleSpot Treatment.
The animation spotlighted the line’s Pure Retinol technology through interactive and educational elements. It also featured a giant, galaxy-inspired retinol sculpture and Milky Way-inspired LED ribbon display.
A product discovery area further highlighted the Intensive WrinkleSpot Treatment and showcased the science that underpins the franchise.
Elsewhere, a travel retail exclusives wall highlighted different Vital Perfection bestsellers and CDF-exclusive sets such as the Shiseido Ultimune x Vital Perfection Defense Strengthening & Firming Set.
One of the standout elements was a GlamBOT photo booth experience, which empowered travellers to feel like superstars. The GlamBOT took slow-motion glamour videos using high-speed robotic arm photography. After taking their photos, travellers were then able to send their names to be displayed across the digital ribbon screen.
Travellers were also invited to uncover their ‘eye potential’ via an interactive artificial-intelligence (AI) game. After playing they received an AI-generated photo, which could be shared on social media.
A Gachapon game was another noteworthy element, giving shoppers the chance to win gifts with purchase and other exclusive prizes.
China Duty Free Group Deputy General Manager of Perfume and Cosmetics Department, Central Merchandising Division Dorothy Liu commented: “We are pleased to partner with Shiseido Travel Retail to bring retailtainment to the cdf Mall through the Shiseido Pure Retinol Universe.
“The immersive activation connected our shoppers with the brand in an engaging way, delivering a differentiated shopping experience. We look forward to collaborating with Shiseido Travel Retail to bring even more exciting concepts to travellers in the future.”
The Shiseido Pure Retinol Universe is designed to highlight the science and technology behind the Vital Perfection Intensive WrinkleSpot Treatment, which is a 2-in-1 spot treatment that contains pure retinol.
It is made with Shiseido’s ReNeura Technology and 4MSK to deliver high-potency retinol onto the skin.
It smooths fine lines and fades dark spots in one week, making eyes look brighter and more lifted. The Vital Perfection range targets visible signs of ageing and reduces the appearance of dark spots and wrinkles.
Shiseido Travel Retail Asia Pacific Chief Commercial Officer Evelyne Ly-Wainer added: “The Shiseido Pure Retinol Universe reflected the blend of art and science behind our flagship Shiseido brand.
“The campaign was activated in several locations across travel retail Asia to drive visibility of Shiseido’s key anti-ageing pillar, and the cdf Mall animation was a testament of our commitment to travellers to Hainan. We thank China Duty Free Group for their continued partnership as we work together to further inspire, connect and engage travellers.” ✈
