Technology takes centre stage in Shiseido Ultimune experiential campaign at cdf Sanya

Shiseido Travel Retail 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).

The 360-degree campaign was first launched in Tokyo and Osaka in March. It was then rolled out across key Asia Pacific travel retail locations, including Shanghai, Hong Kong, Taipei, Bangkok, Singapore and Seoul. ‘The Journey to Freedom from Age’ offered a multi-sensory experience inspired by the serum’s key ingredient, the camellia flower.

Shoppers received a camellia-shaped RFID token that guided them across three interactive zones: a trans-reality digital installation that demonstrated how Ultimune addresses skin concerns; a projection-mapped challenge using Real-Time Projection Tracking Technology to simulate Memory T-cells; and an augmented-reality effect to transform the token into a blooming camellia flower.

The campaign included a China Duty Free Group-exclusive set, the Ultimune Power Infusing Firming & Protect Collection, as well as gift-with-purchase incentives such as a travel-exclusive passport case and Hainan-themed collectible patches.

The campaign was supported by a targeted digital push throughout May, including promotions on online travel agency platforms such as Ctrip, Qunar and Tongcheng. It was also extended through paid social media placements on CDF Hainan and Sunrise WeChat Moments, along with a third-party partnership with Alipay.

Comment: As travel retail shifts towards experiential shopping, technology is playing an increasingly important role in engaging travellers. Shiseido’s use of trans-reality and augmented reality in this campaign goes beyond product education, creating interactive moments that drive brand loyalty.

Shiseido Travel Retail Vice President, Commercial and Business Development, Asia Pacific Fran Law said, “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.”