Inspired by the art of calligraphy, SHISEIDO encourages consumers to express a more powerful and resilient self with two of its bestsellers in the Lunar New Year.

Blooming flowers and calligraphy brush strokes adorn the packaging, reflecting a visual presentation of turning goals into action. The limited-edition SHISEIDO Blooming New Year collection includes:

• SHISEIDO Ultimune Power Infusing Concentrate, available in a travel retail exclusive 100ml size, and contains ImuGeneration Technology™ that defends and strengthens skin against daily damage and visible signs of aging, for smooth, radiant and resilient skin from within.

• Vital Perfection Uplifting and Firming Cream (50ml), which contains ReNeura Technology++™ that strengthens the skin’s internal communication network while enhancing and accelerating effects that fight against signs of aging; and the KURENAI-TruLift Complex™ that supports skin regeneration to create a firmer, more lifted look.

Shiseido Travel Retail is supporting the launch with a 360° digital campaign to drive awareness and traffic to China Duty Free Group’s (CDFG) online store and counters on Hainan Island. Besides targeted programmatic advertisements and amplification on CDFG’s website, social media and e-commerce platforms, the campaign also engages Chinese consumers through gamification on WeChat. ‘Discover Your Fortune With SHISEIDO’ invites users to ‘strike’ open destination-themed fortune cookies to reveal a lucky animal or symbol and a blessing for the new year. Users can also invite their friends to play the game, which challenges players to open as many fortune cookies as possible in a given time, and compete on a weekly leaderboard for a chance to win SHISEIDO gifts and prizes.

Sense of Place: Designed to represent six travel destinations, each fortune cookie opens to reveal a lucky animal or symbol representing its respective location. Left-right: elephant from Thailand; peach blossoms from Korea; Merlion from Singapore; Ox from China (mainland); Magpie from China (Hong Kong, Macau and Taiwan); and Daruma doll from Japan.

The SHISEIDO Blooming New Year Collection is available now in Travel Retail Asia Pacific, Japan and Americas.