Shiseido Travel Retail has unveiled a revitalised edition of the iconic La Crème from Clé de Peau Beauté, its premier luxury skincare and beauty brand.The brand has also opened its first counter at Dubai Duty Free.

The high-performance face cream is a culmination of unique insights, cutting-edge technology and meticulous craftsmanship. The new La Crème, which was revealed last week during an exclusive event in Central London’s landmark Serpentine Magazine in Hyde Park, is poised to launch worldwide in travel retail from January 2020.

Founded on a unique insight of Skin Intelligence, La Crème harnesses a deep understanding of skin cell behavior to deliver exceptional results. Recrafted eight times since its launch in 1982, each version of La Crème is advanced with the latest discoveries from Clé de Peau Beauté’s ongoing research.

Elisabeth Jouguelet, Vice-President of Marketing and Innovation, Shiseido Travel Retail, commented: “We look forward to launching Clé de Peau Beauté’s reformulated La Crème to our discerning consumers in travel retail. This iconic product is based on years of extensive research and is a reflection of what we, at Shiseido Travel Retail, want to deliver to our consumers – ground-breaking products with uncompromising quality. It is also the true definition of Japanese beauty, combining nature, craftsmanship, art and attention to detail and innovation.”

L-R: Ms Yukari Suzuki, Clé de Peau Beauté Chief Brand Officer, Ms Felicity Jones, Clé de Peau Beauté Global Brand Ambassador and Mr Katsunori Yoshida, Clé de Peau Beauté Lab Chief Technology Officer celebrate the launch of the new La Crème at a private gala dinner hosted at Corinthia Hotel London
Clé de Peau Beauté
Global La Crème Relaunch

The Launch of the Revitalised La Crème
La Crème features a highly potent blend of a proprietary complex, the Skin-Empowering Illuminator, which helps to amplify Skin Intelligence and enhance the skin’s ability to repair and defend itself from damage caused by various stressors. The revitalised formulation contains the new CeraFerment Extract that enhances the skin’s ability to regenerate and become firm from within.

The unveiling of the new La Crème, presented in exquisite jewel-like packaging, also marks another significant milestone – the brand’s domestic launch in Europe, with London as its first port of call.

Yukari Suzuki, Chief Brand Officer for Clé de Peau Beauté, commented: “La Crème sits at the heart of Clé de Peau Beauté and we are proud and honored to present the new and revitalised formulation, which is underpinned by our relentless commitment to science and skincare innovation. It is an icon of luxury that incorporates technologies of the highest order to empower the innate abilities of skin for radiance that evolves day-by-day. Moreover, we decided to host this reveal in London as this illustrious city represents the very first step of our brand journey in Europe. We are excited by the endless possibilities ahead that are charted by the dedication of a committed R&D team, constantly striving to forge new scientific frontiers to deliver a radiance so remarkable that it emanates from within.”


Dubai Duty Free officially opens first Clé de Peau Beauté counter at Dubai International Airport

Shiseido Travel Retail officially opened its first Clé de Peau Beauté counter at Dubai Duty Free in Concourse B, of Dubai International Airport recently. The ribbon-cutting ceremony was attended by Dubai Duty Free senior officials, headed by Chief Operating Officer Ramesh Cidambi, and the Shiseido Travel Retail team, headed by Philippe Lesne, President & CEO.

Shiseido Travel Retail introduced its Premium skincare brand in Dubai Duty Free in response to the growing demand in the region. The choice of DXB has been driven by a strong partnership with Dubai Duty Free, the strategic location of the airport, high traffic volumes, demographic of skincare customers — 60% of which are Asian travelers — and world class facilities.

Commenting at the official opening Mr. Cidambi said: “We are delighted Shiseido chose to unveil this new Cle de Peau Beute counter in Dubai Duty Free, which is a testament to our good partnership with them. Thanks to Philippe and his team for making this possible and we know that our customers are as happy as we are to have this premium skincare brand available in our stores.”
Mr. Lesne said: “We are very happy to be here for this first opening of Clé de Peau Beauté within TR EMEA. This has come true, thanks to our very strong and longstanding partnership between our two groups over the years. DDF is really a leading operator bringing new and innovative offers to consumers and we are therefore extremely proud to offer Clé de Peau Beauté to their stores. Clé de Peau Beauté is the #1 brand in Japan in the Prestige category and has been number one for many years now.”

Also present to mark the opening was Dubai Duty Free Senior Vice President – Purchasing, Saba Tahir, Shirrin Sarkaree, Manager – Purchasing, Roshana Dev, Assistant Manager – Purchasing, and Erly Robit, Buyer and Shiseido Travel Retail officials, Olivier Decazes, EMEA General Manager, Augustin Bondonneau, Regional Director, Judith Dupain, Area Manager, Melody Uren, Retail Manager, Elisabeth Jouguelet, Vice President – Marketing & Innovation, Evelyne Ly-Wainer, Vice President – Business Development & Strategy and Elodie Kriener-Maniere, Business Development Director.