Shiseido Travel Retail will “intensify the expansion” of its luxury skincare and make-up label Clé de Peau Beauté, which has become one of its key brands across global travel retail.
The company highlighted a 2017 report by travel retail data-house Generation, which showed sales of Clé de Peau Beauté grew +95.3% year-on-year worldwide last year. The report ranked Clé de Peau Beauté as the 18th largest perfume and cosmetics brand worldwide, said Shiseido.
“We have the ambition for Clé de Peau Beauté to become one of the top 10 beauty brands in travel retail worldwide,” said Shiseido Travel Retail Brand Director Skincare Kristina Strunz.
Strunz added that Asia Pacific will continue to be an important “growth engine” but that the group will also be looking to expand into Europe, the Middle East and the Americas.
“Travel retail expansion is firmly part of the brand’s overall vision to become a truly global luxury brand by 2023,” continued Strunz.
Brand ambassador
Earlier this month, Shiseido Group announced a new global brand ambassador for Clé de Peau Beauté: Chinese actress Zhang Ziyi. “Our collaboration with Zhang Ziyi will elevate the awareness and aspirational status of Clé de Peau Beauté in the China market,” said Clé de Peau Beauté China Brand Director Jenny Sun at the time.
Zhang Ziyi’s first campaign for the brand will highlight one of its bestselling products: La Crème.
“I’m delighted to be the global brand ambassador for Clé de Peau Beauté. And to represent La Crème, an object of desire that is exquisite and modern,” said the actress.
“Travel retail expansion is firmly part of the brand’s overall vision to become a truly global luxury brand by 2023” – Kristina Strunz.
New releases
Along with key existing products such as La Crème, Shiseido Travel Retail will showcase a number of Clé de Peau Beauté SS19 launches at the TFWA World Exhibition (Riviera Village, RJ5). The brand will highlight the “pioneering” science behind the products as well as their effectiveness and high-end nature.
The Enhancing Eye Contour Cream Supreme hydrates and plumps the skin, targeting dullness and wrinkles, said Shiseido. A Vitality-Enhancing Eye Mask Supreme will also be revealed, designed to be used in tandem with the cream.
The Clé de Peau Beauté Essential Refining Essence targets visible pores and “promises renewed freshness and clarity for skin.”
In the make-up category, new releases include the Radiant Cream to Powder Foundation and the Refined Lip Luminizer colour collection.
The new launches will be available in travel retail Asia Pacific and Americas in early 2019 with some products launching in January and some in March.
