The Living Red Art Show: Shiseido powers up in Hainan
Shiseido Travel Retail’s latest animation, the ‘Living Red Art Show’, aims to take the company’s reputation for blockbuster beauty activations to new heights. Fittingly, a campaign that blends beauty tech, art and retailtainment marks flagship brand Shiseido’s return to the CDF Mall in Haitang Bay, in partnership with the world’s number one travel retailer, China Duty Free Group.
As the ‘lighthouse of travel retail’ over the past 18 months, the Hainan offshore duty free market has attracted big investment in consumer engagement from brand owners across the beauty and luxury goods sectors. Some of the industry’s most memorable activations have featured in particular in prime space at the China Duty Free Group (CDFG)-managed Sanya International Duty Free Shopping Complex in Haitang Bay. Even set against those high standards, Shiseido Travel Retail’s vibrant, colourful and tech-led campaigns have stood out. A superb example is the Japanese skincare company’s latest: the Living Red Art Show, celebrating the launch of Shiseido Ultimune Power Infusing Concentrate III.
Powering up at the CDF Mall: The activation centred around a striking light show and featured a skin analyser tool, gifting opportunities, product exclusivity and a powerful KOL-supported digital campaign
Inspired by the skin beauty benefits of improved blood circulation, the Living Red Art Show pop-up invited travellers to discover the world of Ultimune through an immersive consumer experience that blended art, science and beauty tech during August. At the Ultimune Interactive Tester Stand, travellers were encouraged to pick up an Ultimune bottle, receive a digital face scan and learn about the numerous skincare benefits of the new serum expression and Shiseido’s ImuGenerationRed Technology.
The heartbeat of Hainan: The immersive light installation was inspired by the rhythm of the heart. It took prominent space in the duty free complex
At Shiseido Travel Retail, we are committed to creating unique and differentiated experiences for travellers, and through ‘The Living Red Art Show’ we have delivered a compelling expression of the new Ultimune and engaged our key Chinese consumers with strong digital and interactive elements.
Shiseido Travel Retail Asia Pacific Vice President Evelyne Ly-Wainer
At the heart of the animation was the Living Red Heartbeat, a striking visual installation that connected a giant bottle of Ultimune to flowing light tubes to portray the vitality of beauty circulation. The art installation also featured a contactless Ultimune dispenser, with each drop triggering an immersive lightshow. The lightshow moved to the rhythm and sound of a heartbeat, which offered a neat backdrop for photos. Customers were also able to experience Shiseido’s Skin Visualiser tool, a touch-free device that leveraged cutting-edge technology to offer in-depth skin analysis in a safe and contactless manner. The tool instantly visualised the beauty circulation of both the inner and outer skin without the need for makeup removal. It measured the metrics that contribute to Shiseido’s ‘healthy vibrant skin’ matrix, which scores for radiance, resilience and smoothness. Customers were then offered personalised product recommendations based on their results.
The best of Shiseido and Japanese Beauty: A digital face scan, light show, skin visualiser tool, and gift station were just some of the numerous beauty tech elements that featured in the activation
At the Presents of Light Gift Station, customers redeemed Ultimune samples by inserting a token at the machine. A gift ball then rolled down a maze of red tracks, inspired by blood capillaries, while an onscreen video highlighted the benefits of Ultimune. The activation also served as a product showcase for Shiseido’s best-sellers, travel retail- and CDF-exclusive products. The three product categories were each highlighted in dedicated display areas. To celebrate the pop-up and its ongoing partnership with CDFG, Shiseido Travel Retail unveiled the CDF-exclusive Ultimune Defense & Firming Set at the pop-up. The set comprises the new Ultimune Power Infusing Concentrate in the travel retail-exclusive 100ml size, the Vital Perfection Wrinklespot Treatment Cream and Vital Perfection Uplifting and Firming Cream.
Powered and inspired by Lifeblood: The gifting station gave the traditional beauty vending machine an interactive, blood capillary-inspired twist
A breakthrough beauty innovation warrants an equally dazzling showcase, which The Living Red Art Show certainly delivered. According to Shiseido Travel Retail Asia Pacific Vice President Evelyne Ly-Wainer, the project underlined the company’s commitment to delivering compelling and memorable shopping experiences to captivate its core Chinese consumer base. She said: “We are proud to present Ultimune’s biggest innovation since its introduction in 2014. At Shiseido Travel Retail, we are committed to creating unique and differentiated experiences for travellers, and through ‘The Living Red Art Show’, we have delivered a compelling expression of the new Ultimune and engaged our key Chinese consumers with strong digital and interactive elements. We want to thank China Duty Free Group for their shared commitment and valuable support in helping us to bring the best of Shiseido and Japanese Beauty to Hainan.”
The Living Red Art Show combined a multi-sensorial installation, and strong retailtainment elements to offer “a unique and differentiated experience for travellers” at the CDF Mall
Power is You
To expand the activation’s presence in the digital realm, Shiseido launched the #PowerisYou 360-degree digital campaign, which drove awareness and traffic to CDF’s ecommerce platform. The comprehensive campaign featured an extensive KOL engagement programme, livestream collaborations with popular Chinese KOLs influencers 狠毒女孩MONEY, 李铭泽 and Kakakaoo, and a WeChat Mini Programme to meet consumers at every point of their travelling journey. “We are thrilled to partner with Shiseido Travel Retail on another successful activation with ‘The Living Red Art Show’ this August,” commented CDFG General Manager of Perfume & Cosmetics, Central Merchandising Division Grace Wang.
“The experiential concept immersed our shoppers in the world of Shiseido Ultimune and delivered retailtainment powered by an alluring light show in the heart of the animation space – truly elevating our summer festivities for travellers. “We look forward to collaborating further with Shiseido Travel Retail to bring more creative concepts in the future, as we look to develop our business in Hainan and beyond.”
Powered by Lifeblood
The new Ultimune expression represents a scientific breakthrough in ‘beauty circulation,’ backed by Shiseido’s long-standing research into blood circulation and skin beauty. Shiseido's Lifeblood Research discovered that good consistent blood flow is key to healthier looking skin. The Lifeblood technology promotes constant and improved blood flow which boosts circulation and skin vitality. The new Ultimune Concentrate III is available in a 50ml bottle and a 100ml travel retail exclusive size. It was launched in Japan and other Asia Pacific travel retail markets on 1 July, with a rollout in EMEA travel retail from September and Americas travel retail in October. The Lifeblood technology works in tandem with the Ultimune line’s ImuGenerationRED Technology. Combining heart leaf extract with fermented Roselle extract, Iris Root and Reishi Mushroom, ImuGenerationRED Technology reinforces the skin’s defensive power to reveal smooth, radiant and resilient skin. The new formula retains Ultimune’s green floral scent and rich-yet-dewy texture that easily absorbs into the skin. The Ultimune Power Infusing Concentrate III is Shiseido’s timely response to consumers’ ever-evolving skincare needs. As the COVID-19 pandemic crisis heightened consumer demand for skincare, Shiseido conducted a global survey which revealed that over 70% of consumers believed that blood circulation will enhance the skin. The respondents also said that ‘healthy vibrant skin’ was their ideal skin goal. The Ultimune line was first introduced in 2014 and re-launched in 2018. The Shiseido Ultimune collection has gathered a loyal following of customers, growing to become one of the brand’s star products and winning over 200 global beauty awards. Today, an Ultimune product is chosen every 6.8 seconds, said the brand owner.
“We want to thank China Duty Free Group for their shared commitment and valuable support in helping us bring the best of Shiseido and Japanese Beauty to Hainan”
Shiseido Travel Retail Asia Pacific Vice President Evelyne Ly-Wainer
The Moodie Davitt eZine Issue 301 | 05 October 2021
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