MACAU, CHINA. Shiseido Travel Retail has partnered with DFS Group to unveil The Ginza’s first boutique at the T Galleria by DFS Macau, Shoppes at Four Seasons.
The boutique, the brand’s first with DFS Group, was inaugurated on 27 October with a ribbon-cutting ceremony.
The event was attended by key executives from Shiseido Travel Retail and DFS Group. The opening was timed to welcome the return of travellers to Macau as visitor numbers in the Special Administrative Region continue to increase.
Tourist figures in October reached 86% of the nearly 3.21 million recorded during the same month of pre-pandemic 2019, surging by +375.1% from a low base in the same month of 2022.
According to the latest data released by the Statistics and Census Service, Macau visitor arrivals last month reached 2,757,308, a +19.8% increase from September.
The ribbon-cutting event featured a violin performance and an introduction to the new The Ginza Advanced Eye Cream. This was followed by a series of on-counter activations that highlighted The Ginza’s hero product – Hybrid Gel Oil – alongside the brand’s travel retail exclusive sets and gifts with purchase.
A special focus was put on the channel-exclusive Intensive Holistic Care Collection, which features an array of The Ginza’s skin-nourishing everyday essentials. The set comprises the Shower Oil, Hybrid Gel Oil, Revitalizer and Moisturizing Mask.
A personalised haute couture beauty experience
The boutique, which opened its doors in July, is designed following The Ginza’s minimalist ethos and high-fashion aesthetic. It offers the brand’s cutting-edge skincare solutions and services including skin analysis and expert beauty consultations that offer personalised skin diagnosis and recommendations.
A VIP consultation area gives travellers the opportunity to enjoy more private consultations and indulgent hand massages in a calming environment. The Ginza’s signature Linden scent permeates throughout the store, creating a relaxing ambiance.
The opening was supported by a 360° omnichannel campaign which incorporated social media and KOL activities. The campaign ran from August to October and drove traffic to the boutique.
The Ginza invited VIP DFS Group customers on a ‘VIP Haute Couture Journey’, a curated luxury experience that featured a special masterclass that educated them on the story, technology and portfolio of The Ginza. The experience also invited them to enjoy a boutique visit and relaxing matcha tea ceremony.
The VIP Haute Couture Experience was attended by popular Chinese KOLs 了不起的水晶, 李老蔫 er, and piwailee, who shared the experience with their followers. The KOLs livestreamed their The Ginza journeys on Little Red Book through an engaging series of photo and video blogs.
The KOL collaboration was further boosted by a targeted digital media campaign which engaged audiences on Little Red Book, DFS Group’s WeChat Mini Program and online travel agent Tongcheng Travel.
To extend the campaign’s reach, The Ginza teamed up with Four Seasons Hotel Macau to offer custom room drops for hotel guests. The drops featured an invitation to sample the Haute Couture experience in-store.
The Ginza: Your skin’s haute couture
The Ginza was launched in 1975 as a fashion boutique in Ginza Tokyo and began offering high-performing skincare products in 2002. The brand’s proprietary Perceptive Complex EXTM senses the skin’s condition and delivers the specific nutrients it needs, maintaining its stability and resilience throughout the day. This exclusive complex formula allows The Ginza to adapt to all skin types, regardless of age, gender and skin concerns – like a haute couture garment adapts to the body.
Its key products are The Ginza Hybrid Gel Oil P, Essence Empowering and the Advanced Eye Cream. All products feature the brand’s signature Linden scent.
The Hybrid Gel Oil P is the brand’s hero product. It is a light gel-oil serum that enhances blood circulation and can be used on both face and body. The Essence Empowering P is a duo of intensive high-functioning treatment essences for day and night.
The Advanced Night Cream is formulated with Perceptive Complex EX and Smooth Eye Veil Formula to brighten the eye area. Its key ingredient, the All Eye Beauty Complex, combines six plant-derived anti-ageing actives that prevent wrinkles, swelling and dark circles. ✈
