THAILAND. Shiseido Travel Retail has celebrated the successful launch of a landmark campaign spotlighting its Anessa brand through high-profile activations in partnership with the Tourism Authority of Thailand.
The collaboration marked the brand’s first engagement with a national tourism board, elevating its ‘destination beauty’ experiences in travel retail.
This initiative also tapped into Shiseido Travel Retail’s collaboration with Alipay+, reinforcing its focus on delivering convenience and immersive experiences for travellers.
Concluding its primary phase in Thailand on 31 May, the campaign brought together Anessa, Alipay+, the Tourism Authority of Thailand and King Power in a joint effort to merge beauty, digital innovation and cultural experiences.
Shiseido Travel Retail Asia Vice President of Commercial and Business Development Fran Law said, “Our collaboration with Alipay+ has consistently driven engaging consumer experiences, and welcoming the Tourism Authority of Thailand (TAT) into this fold is a truly groundbreaking step for Shiseido Travel Retail.
“This expanded alliance with TAT, alongside our continued partnership with Alipay+ and King Power, allows us to enrich the entire traveller journey.
“It’s about creating unique, culturally resonant ‘destination beauty’ moments that transcend traditional retail, setting a new benchmark for how brands can collaborate to elevate the travel experience.”
King Power Corporation Chief Commercial Officer Antares Cheng added, “This campaign is a testament to the power of collaboration across industries and borders.
“King Power is proud to work alongside Shiseido Travel Retail, Alipay+, and the Tourism Authority of Thailand to create an experience that not only engages travellers but also showcases the best of beauty, innovation and Thai hospitality. Together, we are redefining what is possible in travel retail through shared vision and partnership.”
Anchored by a co-branded experience with pop star Jackson Wang, the campaign introduced Anessa x Jackson Wang premiums. These included limited-edition celebrity cards and exclusive travel collectibles that drove fan engagement and amplified the brand’s presence across digital and retail platforms.
By integrating Alipay+ rewards with on-site experiences, the campaign highlighted a travel retail model built around personalisation, cultural engagement and strategic cross-industry partnerships.
During its May launch, the campaign generated extensive online and offline exposure and strong consumer engagement, with early results pointing to increased brand visibility and purchase intent, the company noted.
Shiseido Travel Retail plans to roll out the campaign across the region, with Anessa building on its momentum in key markets, such as the recent collaboration with Jackson Wang in Hainan, to boost brand visibility. ✈
