China Report

Memorable campaigns and launches of Lunar New Year 2021

Shiseido showcases ‘Year of the Ox’ collections

Shiseido Travel Retail has underlined its commitment to China by ushering in the Lunar New Year with limited editions from its prestige brands Shiseido, Clé de Peau Beauté, Elixir, Anessa, Nars and Laura Mercier.

The travel retail-exclusive collections are dressed in festive red and gold, which are the traditional colours of the Lunar New Year.

“The arrival of the Spring Festival signifies new beginnings and possibilities,” said Shiseido Travel Retail Vice President Marketing & Innovation Elisabeth Jouguelet. “We have carefully curated and reimagined our bestsellers to reflect this aspiration of a fresh start.”

Highlights include calligraphy-inspired packaging for Shiseido’s best-selling Ultimune Power Infusing Concentrate and Vital Perfection Uplifting and Firming Cream. The flagship brand’s Lunar New Year launch is supported by a 360° digital campaign that drives traffic to China Duty Fee Group’s (CDFG) online store and to Shiseido’s physical travel retail stores in Hainan.

The campaign also includes programmatic advertising as well as amplification on CDFG’s website, social media channels and ecommerce platform. It also features an interactive game called ‘Discover Your Fortune with Shiseido.’ The new releases and targeted promotions reflect the role that Chinese consumers play in driving Shiseido's fortunes, and to the brand owner's faith in travel retail to help engage with those consumers.

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Red and gold packaging across key Shiseido brands evoke the spirit of Lunar New Year 2021

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The Moodie Davitt eZine Issue 291 | 9 February 2021

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