CHINA. Shiseido Travel Retail has introduced the Shiseido Ultimune Power Infusing Serum with a multi-sensory animation at the cdf Sanya International Duty Free Shopping Complex Block C in Haitang Bay, Hainan.
The immersive concept, titled ‘The Journey to Freedom from Age’, was unveiled during the Golden Week holiday (29 April to 5 May), a key travel period in Hainan.
The campaign was first launched in Tokyo and Osaka in March. It is now being rolled out across key Asia Pacific travel retail locations, including Shanghai, Hong Kong, Taipei, Bangkok, Singapore and Seoul.
Described by the brand as the world’s first Memory T-cell serum, Shiseido Ultimune Power Infusing Serum features the patented Power Fermented Camellia+ complex.
Backed by 30 years of research, the formula is designed to slow the skin’s ageing cycle by supporting skin immunity and targeting aged cells. It incorporates camellia seed extract, which is bio-fermented using the traditional Japanese ki-koji method.
According to Shiseido, the serum activates Memory T-cells to eliminate aged cells, boosts skin’s regenerative capacity, and strengthens its natural defenses at the cellular level – reaching 30 million skin cells with each application.
Shiseido Travel Retail Vice President, Commercial and Business Development, Asia Pacific Fran Law said, “Following the launch of Shiseido Ultimune Power Infusing Serum in March, we have seen strong performance across travel retail Asia, including Japan.
“As slow ageing and skin regeneration become defining themes in beauty, Shiseido is well placed to lead, supported by our deep research and development expertise and 150 years of Japanese Beauty innovation.
“Travel retail is a powerful platform to inspire discovery, connection and renewal throughout the journey, and this campaign is a meaningful step forward in how we connect with travellers.
“We thank our retail partners across Asia for their longstanding support, and together we hope to elevate skincare from a simple purchase into a richer, more personal ritual of selfcare for travellers.”
‘The Journey to Freedom from Age’ offers a multi-sensory experience inspired by the serum’s key ingredient, the camellia flower.
The Shiseido outpost at cdf Sanya combines digital elements with interactive storytelling, offering personalised skin diagnostics, RFID-enabled stations and ‘retailtainment’ zones.
Shoppers receive a camellia-shaped RFID token that guides them across three interactive zones:
1. The power of the camellia display – The token activates a trans-reality digital installation that illustrates the ki-koji fermentation process and demonstrates how Ultimune addresses skin concerns.
2. Memory T-cell game – The projection-mapped challenge uses Real-Time Projection Tracking Technology to allow travellers to simulate the role of Memory T-cells, offering a gamified way to learn about its function in skin immunity.
3. Artsy camellia capture – Visitors can use the token to trigger an augmented-reality effect that transforms it into a blooming camellia flower. The final image can be customised with various backgrounds and Hainan-exclusive stickers before downloading.
The campaign includes a China Duty Free Group-exclusive set, the Ultimune Power Infusing Firming & Protect Collection, designed for travel retail with a compact skincare routine.
Shiseido is also offering tiered gift-with-purchase incentives, such as a travel-exclusive passport case and Hainan-themed collectible patches that can be added to the case.
On-site sampling allows travellers to try the products firsthand, while interactive counter elements are designed to drive engagement and product discovery.
Beyond the in-store animation, the 360-degree campaign is supported by a targeted digital push throughout May. This includes promotions on online travel agency platforms such as Ctrip, Qunar and Tongcheng.
It is also extended through paid social media placements on CDF Hainan and Sunrise WeChat Moments, along with a third-party partnership with Alipay.
