The Moodies – Use of WeChat
Best Use of WeChat – Brand
Winner
Shiseido Travel Retail – Clé de Peau Beauté
Shiseido Travel Retail optimised WeChat as a travel-centric digital platform for Clé de Peau Beauté, addressing key consumer engagement challenges in duty free. The Japanese beauty house built an integrated ecosystem targeting awareness, purchase and loyalty among high-value Chinese travellers.
By August 2024, Clé de Peau Beauté’s official WeChat account gained 1.5 million followers. Coupled with the WeChat Mini Program, it served as a global content hub, providing tailored brand education, exclusive promotions and online-to-offline integration. The brand’s community-building initiatives included strategic partnerships with online travel agencies and premium services, such as a VIP counter experience and personalised CRM engagement.
For members without immediate travel plans, Clé de Peau Beauté opted for long-term engagement to maintain connection and excitement. The brand delivered tailored recommendations and experiences such as virtual makeup trials, AR-powered games and monthly lucky draws. Its omnichannel data collection encompassed all stages of the consumer journey: pre-trip, during and post-trip.
Between August 2023 and July 2024, the brand recorded 1.27+ million readership on WeChat with a 1.2% open rate. Clé de Peau Beauté’s organic page views were 959,040 with an average visit duration of 9.47 minutes. By leveraging data analytics and AI-driven consumer segmentation, Shiseido Travel Retail ensured precision targeting across the Clé de Peau Beauté audience.
Clé de Peau Beauté integrated WeChat-driven engagement with duty-free shopping to enhance the traveller experience
The Clé de Peau Beauté WeChat model showcased how brands can drive long-term value beyond the point-of-sale
What the judges said:
“A beautifully executed mini programme to foster CPB’s brand image among WeChat users, allowing an impressive leverage of their fanbase.” “The campaign achieved impressive results and an engagement rate significantly above industry benchmarks.”
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com