ASIA PACIFIC. Shiseido Travel Retail has accelerated the expansion of prestige brand Serge Lutens with a series of counter openings in Asia travel retail.
The French creator’s luxury fragrances and makeup collections appear at key airport and downtown duty free hubs in Thailand, Macau and South Korea.
The expansion builds on Serge Lutens’ growth in EMEA travel retail, where its presence at prime locations such as Hamad International Airport (Qatar Duty Free) and La Samaritaine Paris (DFS Group) have helped to drive brand awareness and visibility.
The strategic roll-out includes new openings at Bangkok Suvarnabhumi Airport (King Power Duty Free) and Macau Grand Lisboa Palace (CDFG), and refreshed counters in downtown Seoul at Lotte Duty Free’s flagship Myeong-dong store, The Shilla Duty Free and Shinsegae Duty Free.
The selective distribution is timed to strengthen the brand’s cult following in China and cater to the growing demand for niche fragrances among Asian Millennial and Gen Z consumers as the brand looks to further expand its travel retail reach in 2023, said the company.
Shiseido Travel Retail President & CEO Philippe Lesné commented: “The expansion of Serge Lutens in Asia is an important achievement as we seek to strengthen our prestige fragrance and makeup business. As one of the preeminent beauty visionaries of our time, Mr. Serge Lutens is a true embodiment of the pioneering innovation that Shiseido stands for, and we are excited to write a new chapter in the brand’s illustrious history.
“With the rise of niche fragrances and a growing appreciation of Serge Lutens’ unique perfume creations among consumers, the stage is set for the brand’s further success beyond EMEA. We thank our partners for their ongoing support in helping us tell the Serge Lutens story and bringing the brand to wider audiences in travel retail.”
The new counters feature an elevated retail concept and design that is inspired by Lutens’ “library of emotions”. The brand’s classic black retail codes now include one of Lutens’ other favourite colours, purple. The striking black and purple theme is accentuated by glowing lights, perfumes presented as jewels, and key visuals to catch the eye.
At the heart of this “immersive universe” is the presentation table showcasing bestsellers and new releases, complemented by Serge Lutens’ motifs and oriental patterns. To enhance personalisation, a new gifting service offering the Japanese traditional art of Furoshiki wrapping to travellers will be available in 2023.
Among the bestsellers in travel retail are:
- The Collection Noire’s L’Orpheline Eau de Parfum, which has a mohair olfactory note crafted from ingredients including incense, castoreum and musk.
- La Fille de Berlin Eau de Parfum, from Serge Lutens’ Collection Noire, with a floral olfactory note with rose and pepper as key ingredients.
- Spectral Cream Foundation which delivers a matte look. Suitable for all skin types, it has a unique cream texture that changes into a light powdery veil when applied, keeping the skin hydrated for long hours.
Integrated marketing campaign
The openings have been supported with an exclusive series of launch celebrations, digital shopping events, and gift-with-purchase promotions, in cooperation with Shiseido Travel Retail’s partners across Asia.
In Bangkok, VIP customers were invited to discover their signature Serge Lutens scent from the Collection Noire on-counter and access exclusive GWP offers. In Macau, Serge Lutens executed its first-ever KOL campaign through WeChat and RED, which the company said drove brand awareness, traffic and sales – with overall impressions and engagement surpassing targets.
Serge Lutens began his foray into beauty at the age of 14 as a beauty salon apprentice. He moved to Paris in 1962 and made a name for himself as an art director for makeup development, and as a photographer and filmmaker. In 1980, he became International Image Director of Shiseido, where he played a pivotal role in creating the Japanese beauty company’s distinctive visual identity.
Inspired by his travels and relocation to Marrakech, Morocco, Lutens released the Feminité du Bois fragrance in 1992 and launched his own perfume brand eight years later. Since then, he has created more than 90 perfumes and a makeup line, which are distributed in 40 countries.
Footnote: Click here for our recent interview with Shiseido Travel Retail President & CEO Philippe Lesné and Vice President Strategic Marketing Siv Chao. 
