Skin in the game

Johnson & Johnson-owned medical cosmetics skincare brand Dr. Ci:Labo has in recent times identified travel retail as a priority channel for brand building and consumer engagement. Its aim is to introduce the Dr. Ci:Labo portfolio to an international audience, building on the brand’s strength in the Japanese, Chinese and Taiwanese domestic markets.

A key milestone has now been reached with the launch of its first pop-up in travel retail, with The Shilla Duty Free at Singapore Changi Airport.

The eye-catching pop-up highlights the pore care brand Labo Labo in a central corridor space between the Cosmetics & Perfumes and Liquor & Tobacco stores in Terminal 4.

Running throughout October, the pop-up features many engaging elements. Travellers are able to have a skin diagnosis by a beauty consultant, create their own skin regimen and engage with Labo Labo via photo opportunities. The activation also includes a gift vending machine and GWP offers.

Changi was chosen as it offers access to a range of nationalities and Johnson & Johnson Regional Business Development Manager Travel Retail Michelle Tong is confident Dr. Ci:Labo will appeal to travellers. “The cult following that Labo Labo has built, combined with our ability to leverage the scale and expertise of Johnson & Johnson, points to a bright future in this channel,” she said.