CHINA. Shiseido Travel Retail has unveiled six brands (five stores and one counter) at the newly inaugurated Global Beauty Plaza (Block C) of the cdf Sanya International Duty Free Shopping Complex (cdf Mall).
Shiseido, Clé de Peau Beauté, The Ginza, Ipsa and Nars have opened standalone boutiques, offering immersive shopping experiences, memorable retail concepts and travel retail exclusives to travellers in Hainan. Elixir has opened a new counter.
To celebrate the openings, Shiseido Travel Retail is running on-counter animations and multi-sensorial retailtainment touchpoints across the five stores.
Shiseido: Beauty is Alive
Flagship brand Shiseido has taken over one of eight show windows in Block C for a dazzling animation. The display is inspired by Tsuboniwa, a traditional Japanese garden style, merged with a contemporary aesthetic.
Layered in the brand’s signature red and white palette, the three-dimensional design celebrates natural elements with key Shiseido motifs. At the store, travellers can elevate their purchases with a Hainan-exclusive origami gift wrap. They can also relax in the Shiseido Future Solution lounge and discover the brand’s luxury skincare line.
Nars: Powered by boldness
The Nars boutique at Block C features a dynamic architectural concept inspired by the bestselling Nars Powermatte Lipstick.
Bold and bright, the space is designed in a contemporary aesthetic which features striking accents of Nars’ signature black and red hues.
Branded archways guide consumers through an immersive experience that also includes professional makeup demonstrations, services, on-ground Gachapon games and gift-with-purchases.
The Ginza: Sensory Indulgence
The Ginza invites shoppers at the cdf Mall to embark on a sensorial journey through a tactile (touch), visual (sight) and olfactory (smell) experience for the senses at the newly designed Senses Bar.
Another noteworthy element is The Ginza Capillary Device, which observes changes in blood circulation upon application of the Hybrid Gel Oil, demonstrating the efficacy of the product.
Ipsa: Connection
Ipsa presents a travel-exclusive counter concept called Connection in Block C.
The concept highlights the elements of travel and how that connects to the world of Ipsa. The counter is the first to introduce the Ipsa Skin Counselling App, which features a new Face Condition Analysis Function.
To support the opening, Ipsa is running the Aqua Play Art animation, a 360-campaign which features immersive water-inspired on-counter activations, until the end of March.
Clé de Peau Beauté: Radiance Counter and Radiance Transports You animation
Clé de Peau Beauté has opened one of its most impactful travel retail doors in Block C. The store offers the prestige brand’s first ever Radiance Lounge and Cabin Space concept, the Timeless Cabin.
Travellers can enjoy a complimentary Touch of Radiance experience in the Radiance Lounge, exclusive to the Block C boutique. The Touch of Radiance experience is a ten-minute product discovery journey highlighting the brand’s hero La Crème franchise.
At the Timeless Cabin shoppers can also indulge in the Supreme Ritual, a relaxing 20-minute skincare treatment featuring products from the Clé de Peau Beauté Supreme Series. The ritual is designed to target skin ageing and promises to have a gravity-defying, skin-tightening effect on the skin. It is free with a minimum purchase of RMB 4,500 (US$625).
In addition, Clé de Peau Beauté is running its ‘Radiance Transports You’ animation at the cdf Mall for the fourth consecutive year. It is running until 27 February.
The pop-up is centred around the Clé de Peau Beauté La Crème and mimics a portal that takes travellers on an immersive journey to discover their skin’s radiance.
Located in front of the Clé de Peau Beauté́ boutique in Block C, the outpost is adorned with visuals of Clé de Peau Beauté Brand Ambassador and Chinese actress Zhang Ziyi to build brand visibility among travellers throughout the peak travel month of February.
At the pop-up, travellers are invited to express their interpretation of ‘radiance’ before enjoying a personalised 4D experience in an Immersive Room. Here, they can embark on multi-sensory 4D experience featuring captivating visuals, aromatic scents, and realistic sound effects on an interactive screen.
To build pre-trip awareness of the animation, travellers are invited to explore a dedicated Radiance Transports You WeChat Mini Program. They can play an augmented-reality game and win free samples, which they can redeem at the pop-up. The game also shares educational information about La Crème’s key ingredients.
China Duty Free Group Deputy General Manager of Perfume and Cosmetics Department, Central Merchandising Division Dorothy Liu added: “Sanya International Duty Free Shopping Complex Block C expansion has brought forth a myriad of opportunities for us to bring to life new skin beauty experiences.
“With evolving consumer values, including stronger demands for product personalisation, ingredient efficacy and bespoke retailtainment, we are excited to enhance the presence of leading brands from Shiseido Travel Retail to satisfy the diverse needs of today’s Chinese beauty shopper in Hainan. We welcome Shiseido Travel Retail into Sanya Block C this Chinese New Year, laying the ground for an auspicious year ahead.”
Shiseido Travel Retail President & CEO Philippe Lesné commented: “We are thrilled to unveil one of our largest investments at the iconic Sanya International Duty Free Shopping Complex Block C. This marks our long-term commitment to connect with travellers across China and beyond through our brands.
“Our latest showcase champions Shiseido’s Japanese heritage and innovation with personalised beauty experiences catered specially for discerning travellers. As we celebrate the Year of the Dragon, we thank our partners at China Duty Free Group for their continued partnership and collaboration to serve our travellers.” ✈
