Dr. Ci:Labo, Japan’s best-selling medical cosmetics skincare brand, has partnered with The Shilla Duty Free to launch its first animation in travel retail, at Singapore Changi Airport Terminal 4. The brand has also introduced a new digital campaign in South Korea which targets Chinese travellers.

Following Dr. Ci:Labo’s launch in June with The Shilla Duty Free at Singapore Changi Airport, the company has introduced an animation space for its pore care brand Labo Labo in the central corridor between the Cosmetics & Perfumes and Liquor & Tobacco stores in Terminal 4.

Running throughout October, the colourful pop-up invites travellers to get a customised skin diagnosis by a beauty consultant, create their own super skin regimen and engage with Labo Labo via photo opportunities. Visitors can pose with Dr. Rabbit, the Labo Labo brand icon that is a tribute to Dr. Ci: Labo Founder Dr. Yoshinori Shirono, and use the photo booth to create memories of their experience at the Labo Labo pop-up. The activation also includes a fun gashapon (gift vending machine) fixture and a gift-with-purchase incentive.

The activation offers travellers the opportunity to discover the full Labo Labo pore care product range: Labo Labo Super Keana Lotion, Labo Labo Super Keana Washing Foam, Labo Labo Super Keana Gel and Labo Labo Hikishime Mask. Dr. Ci:Labo’s iconic products are also highlighted at the pop-up: VC 100 Essence Lotion EX, Aqua Collagen Gel Enrich Lift EX18, Aqua Collagen Gel Super Moisture EX18, Super 100 Series EGF, White 377 Essence and UV Protect Spray 100 SPF 50.

Johnson & Johnson Regional Business Development Manager Travel Retail, Michelle Tong, commented: “The high-visibility activation space in Changi T4 is an excellent location for our first-ever duty free animation, offering us a great opportunity to interact with a large number of travellers and different nationalities. We’re confident that the month-long pop-up will be successful in converting shoppers to Labo Labo fans when they discover the efficacy of the product portfolio which is created specifically for younger skin.

“Since our debut at TFWA Asia Pacific Exhibition in May, we have been busy growing Dr. Ci:Labo’s presence in Asia travel retail with a series of new openings. The cult following that Labo Labo has built, combined with our ability to leverage the scale and expertise of Johnson & Johnson, points to a bright future in this channel for Japan’s best-selling medical cosmetics skincare brand.”

The Shilla Duty Free Singapore Merchandising Director, Ms. Chillie Por, said: “Retailtainment and innovation have always been at the forefront of our consumer-centric strategy, as these are the drivers that will provide a differentiated shopping experience for our customers. The Labo Labo pop-up concept, created especially for The Shilla Duty Free Changi Airport, not only provides an exceptional range of Labo Labo’s skincare products, but also an eye-catching and fun retail experience that will delight and engage our customers.”

Digital campaign

In a bid to target Chinese consumers travelling to South Korea, Dr. Ci:Labo recently rolled out a digital campaign in partnership with Chinese celebrity Liu Yuning, who became Labo Labo’s brand face in June. Starting in August and running until 8th October, the interactive game encouraged consumers to “travel with Ning” and “fear pores no more”.

With a call to action for customers to start their “pore-free journey”, the game was accessible via Weibo, WeChat and CTrip. Users were invited to play with Dr. Rabbit and Liu Yuning as they virtually travelled through Korea to solve pore issues in a fun way to score points. The final points tally could be used to redeem special gifts, including a limited-edition bottle signed by Liu Yuning, at selected Korean duty free locations operated by Shinsegae Duty Free, Lotte Duty Free, Doota Duty Free, HDC Shilla Duty Free and Hyundai Department Store. Participating locations featured supporting digital campaign visuals in-store – completing the online-to-offline campaign.

Sandrine Tesnière, Head of Marketing, Media and Digital Travel Retail Johnson & Johnson, said: “Our new interactive game, which targeted Chinese travellers from the point when they booked their trip to their arrival in South Korea, proved an effective concept in bridging online-to-offline to optimise footfall and conversion. Gaming is a powerful tool to create excitement among Labo Labo’s target consumer group and increase brand awareness.”

Since making its debut at TFWA Asia Pacific Exhibition in May, Dr. Ci:Labo is now present in five travel retail markets – Korea, Singapore, Hong Kong, Macau and China. The brand is partnering with key retailers such as DFS, Dufry and China Duty Free Group for further openings over the coming months in locations where there is a strong Chinese passenger base.

Labo Labo was created in 1999 by dermatologist Dr. Shirono, following his discovery that pores were a recurring skin concern among his younger clients. The Labo Labo product range represents a family of specialised, dermatology-based pore care remedies. The line was developed with plant-sourced ingredients and scientifically proven actives that work with the skin to take on pore problems at their root, creating a holistic pore care solution to “Kyute” [tighten] pores from within.