Shiseido Travel Retail extended its #StrongSouls campaign for the reformulated Ultimune Power Infusing Concentrate with a pop-up animation in Hong Kong with DFS earlier this month.
The Japanese beauty brand unveiled an 80sq m Red Vibe Street outpost in the Hysan Place Atrium at T Galleria by DFS in Causeway Bay.
DFS Group Senior Vice President Beauty Christophe Marque said: “We are delighted to continue our long relationship with Shiseido and to bring their #StrongSouls campaign to our travelling customers. Our Causeway Bay store is a perfect location for this fun and eye-catching pop-up.”
The outpost offered three engagement zones, including a ‘Shake It, Snap It’ photo booth, a Wall of Strength and Beauty Bar.
At the photo booth, visitors were encouraged to create Hong Kong-themed GIFs and leave motivational messages for other travellers at the Wall of Strength. Skin immunity checks and skincare consultations are offered at the Beauty Bar, which highlighted the Ultimune Power Infusing Concentrate.
Shoppers at T Galleria Beauty by DFS Hong Kong, Causeway Bay could also enjoy:
- A 10-minute Ultimune Eye Mask Experience
- The Ultimune #StrongSouls Photo Flipbook at the ‘Shake It, Snap It’ station
- A gift from a 2.4m gachapon vending machine
- The Hong Kong travel-exclusive 24-hour Defense Mist Duo, designed by Japanese contemporary artist ShiShi Yamazaki
- The retailer-exclusive White Lucent Intense Brightening Set.
Shiseido Travel Retail used a Chinese-centric and online-intensive digital strategy to drive footfall to the outpost. This included collaboration with key opinion leaders (KOLs) and launch details on popular Chinese social media platforms.
Dazhong Dianping, a mobile review app for Chinese travellers, featured Ultimune and offered redemption coupons at T Galleria Beauty by DFS, Causeway Bay. Mafengwo, one of China’s fastest-growing online social travel platforms, also featured Ultimune on its website and mentioned the product in its travel and beauty articles.
In addition to Facebook and Instagram, the retailer used popular Chinese social media platforms such as WeChat and Weibo to announce the Ultimune launch, while popular Chinese KOLs contributed by spreading the word to their followers.
Shiseido Travel Retail General Manager Asia Pacific Kenji Calméjane said: “#StrongSouls is one of the most ambitious and integrated omni-channel campaigns from Shiseido Travel Retail to date.
“Appearing in major Asia Pacific travel retail locations throughout this year, we’re capitalising on the opportunity to connect travellers with our star product in a fun, engaging and empowering way, both online and in-store. The support from partners, such as DFS Group, is invaluable in bringing the animation to life and presenting travellers with the unique, personalised and shareable shopping experience they desire.”
Calméjane commented on the new Ultimune Power Infusing Concentrate, and the role that travel retail will play in Shiseido’s 2020 vision, in an exclusive interview with The Moodie Report earlier this year.
