CHINA. Shiseido Travel Retail and China Duty Free Group (CDFG) teamed up in August to launch an ‘uplifting’ animation at the Sanya International Duty Free Shopping Complex in Hainan Island. The ‘Alive with Zero Gravity’ pop-up highlighted Shiseido’s newly formulated Vital Perfection Uplifting and Firming range.
The dynamic animation was a showcase of seamless omnichannel elements, underpinned by a 360o marketing campaign, KOL livestreams, and targeted digital advertising on CDFG’s owned social media channels. Shiseido Travel Retail is a Platinum Partner of the forthcoming Moodie Davitt Virtual Travel Retail Expo (#Virtual Stand BT-P4) and CDFG a Diamond Partner. CDFG President Charles Chen is delivering a much-anticipated keynote address on the opening day (12 October).
According to Shiseido Travel Retail Vice President of Marketing & Innovation Elisabeth Jouguelet, the striking online-to-offline animation reinforced the prestige beauty company’s ongoing partnership with CDFG and the beauty house’s commitment to its core Chinese consumer. She said: “The introduction of Shiseido’s new Vital Perfection series in Hainan came at a momentous time for the China travel retail market, fuelled by the enhanced offshore duty free shopping policy and the encouraging momentum of domestic tourism.
“Building on the success of our Shiseido Ultimune collaboration last year, we are delighted to have joined forces once again with China Duty Free Group to launch the new Vital Perfection series, a key pillar in the brand’s portfolio.”
The Alive with Zero Gravity animation ran throughout August, bringing the lifting and firming benefits of the new Vital Perfection range to life through a series of interactive digital experiences.
Visitors began their journey at Zero Gravity Registration Station where they received a unique RFID card to document their journey. Afterwards, they headed to the Zero Gravity Pose Station where they jumped and struck ‘zero-gravity’ poses and took 180o photos surrounded by suspended Vital Perfection jars.
Visitors continued their journey at the Vital Perfection Augmented Reality experience, where they discovered the many skincare benefits of the new line. They also received personalised skincare consultations at the Uplifting Experience Station, where they learned how to mix and match Shiseido’s best-selling skincare products with the new Vital Perfection range in order to create a skincare routine tailored to their specific needs.
The experience concluded at the Uplifting Gift Station which gave the animation an added gamification element. It invited customers to tap their RFID cards at the vending machine to play a quiz game for a chance to win exclusive gifts from Shiseido.
To boost consumer traffic and brand awareness both online and offline, the Alive with Zero Gravity Beauty pop-up was also promoted through large-scale OOH media at the Sanya International Duty Free Shopping Complex and in key airports in Beijing and Shanghai.
Shiseido Travel Retail also launched a series of highly-targeted programmatic advertisements across Chinese online platforms such as Mafengwo, Ctrip and TikTok through both the pre-trip and in-trip phases. CDFG also promoted the animation on its website and various owned social channels.
In addition, Shiseido Travel Retail hosted its first-ever KOL livestream through CDFG’s YiZhiBo livestreaming platform. It partnered with Chinese KOLs 小猪姐姐, GOGOBOI and 李铭泽, who took their followers through a livestream tour of the activation and Shiseido’s boutique.
The livestream sessions also included a product introduction segment held in CDFG’s dedicated livestream room. The KOL livestream campaign reached 56.3 million impressions. It was supported by a KOL engagement programme — featuring 155 KOLs and Key Opinion Consumers — which reached a total of 78.8 million impressions.
“With the Alive with Zero-Gravity Beauty activation, we have pivoted to embrace the new normal and created a strong online-to-offline (O2O) digital and KOL campaign to drive engagement across all traveller touchpoints,” said Jouguelet who noted how the activation highlighted Shiseido Travel Retail’s willingness to adapt to the new retail landscape.
“It is a reflection of our commitment to developing consumer-centric and inspiring digital experiences for Shiseido beauty shoppers.”
Jouguelet added, “This campaign also underlines our desire to further collaborate with our China business to drive recovery, growth and profitability within the channel, and dovetails with Shiseido Group’s goal of becoming a global number one ‘Skin Beauty Company’ with premium skin beauty as our core business by 2030.”
“We are extremely pleased to have collaborated exclusively with Shiseido Travel Retail on the exciting Shiseido Alive with Zero-Gravity Beauty campaign,” said China Duty Free Group Vice President of Central Merchandising Division Terry Chua. “It is inspiring to see the brand raise the bar year after year, from the Red Ginza Street activation to the latest Vital Perfection campaign and become one of the key highlights of our animation calendar.”
“Creating unique experiences for the increasingly discerning Chinese consumer is a worthy challenge,” Chua added. “The key to our combined success has been Shiseido Travel Retail’s invaluable insight on Chinese shoppers and commitment to creativity, which have led to the creation of journeys that inspire, capture and convert.”
Uplift and Firm with Shiseido Vital Perfection
The new Shiseido Vital Perfection Range was reformulated with new skincare innovations that counteract the visible signs of aging, including loss of elasticity, wrinkles and dark spots. It comprises the Vital Perfection Uplifting and Firming Cream, Vital Perfection Uplifting and Firming Cream Enriched and the Vital Perfection Uplifting and Firming Day Emulsion.
The Vital Perfection range has been enriched with Shiseido ReNeura Technology++, which boosts the skin’s internal communication network.
It has also been infused with the Kurenai-TruLift Complex, which uses a potent blend of Safflower Extract, Odoriko Botanical Extract and Bulgarian Rose Water to support skin regeneration. It has also been equipped with Shiseido VP8+, which uses anti-oxidation technology to target the root causes of skin-ageing.
The striking omnichannel animation marked Shiseido Travel Retail’s return to Haitang Bay following its Red Ginza Street animation in August 2019. Hainan is a rare hot spot for the greater travel retail industry through the COVID-19 crisis. As reported, Hainan’s booming offshore duty free business brought in a whopping US$816 million sales in July and August, a +221.0% year-on-year increase.
To add further value, Shiseido Travel Retail also released a travel retail and CDF-exclusive set made up of two best-selling products: Ultimune Power Infusing Concentrate, the Vital Perfection Wrinklelift Cream and the Vital Perfection Uplifting and Firming Day Emulsion SPF30+++.
Shiseido Travel Retail is a Platinum Partner for The Moodie Davitt Virtual Travel Retail Expo
The unique 5-day ‘live’ event, followed by a 30-day showcase, begins on 12 October, just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of events across the five days, including a Symposium, category workshops and a new consumer research initiative. Registration is free for buyers, exhibitors and preferred media partners. (Click here to register)
|
