JAPAN. Shiseido Travel Retail has unveiled its redesigned boutique at the newly revamped Fukuoka Airport international terminal. A new-look duty-free zone, which opened on 28 March, is quadruple the size of its predecessor.
The opening reinforces Shiseido’s leadership in Japanese travel retail and marks a strategic milestone in its ambition to lead the Asian beauty category globally in the channel.
With a footprint five times larger than its previous store, the space now stands as one of the airport’s largest beauty outlets, offering an expanded range of prestige brands, immersive activations and customised brand experiences.
The boutique showcases the company’s premium brand portfolio, including Shiseido, Clé de Peau Beauté, Nars, Issey Miyake Parfums, Narciso Rodriguez, Anessa, Baum, Elixir, The Ginza, Ipsa and Serge Lutens.
Key highlights of the opening included the launch of two Shiseido limited-edition sets exclusive to Fukuoka Airport travellers – the Bio-Performance Advanced Super Revitalizing Cream Duo and the Vital Perfection Basic Care Set (Enriched).
The launch also underscores Shiseido’s intent to build a stronger presence in Fukuoka, an emerging hotspot for foreign visitors outside Japan’s key cities of Tokyo, Kyoto and Osaka. This offers the company a strategic opportunity to reach a more diverse global consumer base with its prestige beauty brands.
Shiseido Travel Retail Japan Vice President Tatsuya said, “Since travel resumed after the pandemic, Shiseido has become the top beauty choice for travellers in Japan, with our business growing by more than +60% last year, as inbound tourism reached new highs. Looking ahead, we aim to consolidate our position in Travel Retail Japan by strengthening our presence at emerging destination airports, such as Fukuoka.
“Fukuoka is one of Japan’s most dynamic cities, best known for its rich history, nature, modern attractions and vibrant food culture. Returning travellers seek authentic Japanese experiences as they discover new destinations across the country.
“As a driving force of Japanese beauty and heritage, Shiseido is proud to play a role in these journeys by blending Eastern and Western philosophies, tradition and innovation, and science and art.”
The transformation of Fukuoka Airport positions it as one of the major regional airports in Japan. With the addition of a second runway, a new international passenger terminal building and a walk-through duty-free space, Fukuoka Airport is set to become an even more important gateway to Japan.
Fukuoka International Airport General Manager, General Affairs Department Hiroko Ajisaka added, “We are honoured to partner with Shiseido Travel Retail to bring this refined showcase of Japanese beauty to Fukuoka Airport.
“As we reimagine our retail experience for a new generation of global travellers, collaborations with distinguished Japanese brands like Shiseido allow us to offer visitors a uniquely local and world-class experience.
“This opening reflects our shared vision of positioning Fukuoka as a vibrant gateway to Japan, and a rising destination in the global travel retail landscape.”
Listed by Expedia as one of the top Detour Destinations of 2025, Fukuoka offers a rich mix of natural and cultural attractions, including spring cherry blossoms, temples, beaches and mountains. Euromonitor also ranked it among the ‘100 Best Cities in the World to Visit in 2025’.
Fukuoka’s growing appeal to international tourists supports Shiseido Travel Retail’s broader ambition to expand beyond its core markets, capturing evolving travel trends and driving sustainable growth, the beauty group noted. ✈
