Clé de Peau Beauté relaunches in duty-free with ‘A Radiant Day’ campaign and new SS18 product range

Luxury brand, Clé de Peau Beauté has been relaunched into duty-free stores with the ‘A Radiant Day’ campaign; fronted by new global Ambassador – Academy Award-Nominated British actress, Felicity Jones.

The campaign coincides with the introduction of some of Clé de Peau Beauté’s most beloved beauty products to its current travel retail offering, as the premium brand gears up for a new era.

With a revitalised brand DNA, “Intelligent, Uncompromising, Exquisite”, and a refreshed new tag line, “Unlock the Power of Your Radiance”, Clé de Peau Beauté has set its sights on becoming a global, luxury brand by 2020. Establishing a suite of new universal values – integrity, balance and authenticity, the brand’s newly appointed brand ambassador, Felicity Jones, reflects these seamlessly. Clé de Peau Beauté Chief Brand Officer, Yukari Suzuki, said that a crucial element of Clé de Peau Beauté is to help customers feel that the brand belongs in their lives.

“Felicity is aspirational, yet highly relatable, which makes her the ideal face of Clé de Peau Beauté. She embodies the brand’s DNA: intelligent, uncompromising and exquisite. Her passion and incredible dedication to her craft have allowed her to make an impact on the world and those around her,” said Ms Suzuki.

The relaunch also introduces a host of new luxury SS18 products to Clé de Peau Beauté’s current travel retail offering, including the Firming Serum Supreme, a clinically proven formula to unlock a new dimension of skin firmness, Radiant Lip Gloss, a new and improved version of the brand’s original lip gloss; three new shades of Lipstick including Peach Stone, Crystal Star and Desert Rose; a new shade of Luminizing Face Enhancer in lavender inspired by the spiral of a luminescent seashell; and a new take on its award-winning stick Concealer with a seamless finish and new skincare ingredients for radiant skin. The SS18 campaign also shines a spotlight on the iconic La Créme, a product that continues to stand at the pinnacle of Clé de Peau Beauté skincare.

Clé de Peau Beauté has remained a top performing brand for Shiseido Travel Retail, up +120% on FY2017 and representing around 25% of the company’s total sales globally. With Asia Pacific and Chinese travelers a key growth driver for the brand, the relaunch will be promoted via an extensive strategic marketing campaign, with premium Out-of-Home advertising across Hong Kong International Airport already under way. A new flagship counter design will also be unveiled in April at T Galleria by DFS, Macau, Shoppes at Four Seasons, providing more engaging and meaningful shopping experiences for Clé de Peau Beauté customers; with an aim to roll out the new design across all travel retail counters in the second half of 2018.

‘A Radiant Day’ has already achieved success following the official event launch with Ambassador, Felicity Jones, last month at The Beverly Hills Hotel in LA, along with new counter openings in MGM Macau, MGM Cotai and T Galleria by DFS Singapore.

Shiseido Travel Retail Vice-President Marketing, Elisabeth Jouguelet, commented, “This is an exciting time for Clé de Peau Beauté as we look to establish the brand as a true market leader in luxury beauty.

“The relaunch provides an opportunity for us to enhance the brand’s travel retail offering and solidify its position in the market as a prestigious, but accessible brand. All the elements of the relaunch, from taking on Felicity Jones as our global ambassador, to opening flagship stores in Asia Pacific, are part of a long-term strategy to draw our consumers in further; to offer them memorable, luxury experiences beyond the traditional sense of retail. We are looking forward to a new era for Clé de Peau Beauté,” said Jouguelet.