Shiseido Travel Retail introduces the new NARS Natural Matte Longwear Foundation to travel retail, a breakthrough formulation developed through advanced science to meet rising traveller demand for high-performance complexion cosmetics.
The foundation makes its travel retail debut through a high-impact outpost at cdf Sanya International Duty Free Shopping Complex, Haitang Bay, from 1 to 28 April 2026, in partnership with China Duty Free Group. The foundation is available across travel retail locations beginning April.
Building on the success of NARS Light Reflecting Foundation, this latest innovation further strengthens the core brand’s authority in the complexion category and reinforces its strategic role within Shiseido Travel Retail’s prestige makeup portfolio. In this evolving landscape, NARS continues to deliver strong growth, reflecting its continued relevance among Chinese travellers and reinforcing Shiseido Travel Retail’s focus on driving traveller engagement through product innovation and immersive brand experiences.
Felicia WANG, Brand and Marketing Director, NARS, Shiseido Travel Retail, said, “Beauty remains a leading category in travel retail1, and makeup innovation is at the heart of what excites and inspires consumers who are looking for high-performance products that are easy to use and deliver flawless results wherever they go.
“The new NARS Natural Matte Longwear Foundation introduces a scientifically advanced solution tailored to the diverse environments our travellers navigate. By combining cutting-edge technology with immersive retail experiences, we are creating meaningful connections that build consumer confidence, drive conversion, and deepen loyalty. We are grateful for our continued partnership with China Duty Free Group and look forward to advancing the prestige makeup category across Travel Retail Asia.”
Redefining Matte with ‘New Technology, Better Benefits’
Anchored by a sculptural centerpiece, the outpost highlights the foundation and its curated range of shades, including four developed for Asian skin tones.
Complexion remains central to NARS’ travel retail business, shaped by evolving traveller expectations for performance, finish, and adaptability across environments. The NARS Natural Matte Longwear Foundation sets a new standard in matte, delivering 24-hour wear, breathable comfort, and a natural, second-skin finish.
Powered by NARS’ Pore Refining Trio™️and Weightless Blur Technology, the formula delivers true-color wear, buildable coverage, and lasting shine control while remaining comfortable and non-drying. A soft-focus effect visibly blurs pores and skin texture, creating a smooth, perfected finish2.
Reflecting the ongoing skinification3 of makeup, the formula integrates skincare-driven ingredients that support skin texture and comfort while delivering longwear color performance. Clinical and consumer testing demonstrates visible improvements in skin texture over time4, reduced shine5, and a weightless feel6 even after extended wear. The serum-like texture combines skincare benefits with high-performance
wear, staying resilient in humid climates like Hainan. The shade range includes tones developed for Asian skin, including Yulong, Yangyang, Kailash, and Gion, ensuring a more tailored match for regional consumers.
Bringing the ‘Face Everything’ Campaign to Life
Campaign visuals featuring Xiao Zhan drive visibility and affinity.
A blind-box vending machine adds an engaging touch.
Hainan continues to attract a highly engaged and beauty-attuned audience, where purchasing behavior drives both recruitment and trade-up within the category. NARS captures this momentum through its ‘Face Everything’ campaign, an immersive activation that transforms curiosity into discovery and trial.
Designed in the brand’s signature black-and-white aesthetic, softened with warm tonal accents, the outpost places the foundation at the heart of the experience. A central circular display anchors the space, inviting exploration through surrounding zones dedicated to product play and expert shade consultation.
Campaign visuals featuring brand ambassador, Xiao Zhan, enhance visibility and deepen brand affinity, while an interactive blind-box vending machine introduces a playful, gamified element that resonates strongly with Asia’s consumers, combining entertainment with aspiration to drive engagement.
Personalization That Drives Conversion
Self-pack bundle sets allow travelers to select their preferred shades, introducing personalized shade matching in TREX sets.
Personalization lies at the heart of the activation and its commercial offering, encouraging travellers to engage more deeply with the NARS range. Self-pack bundle sets allow consumers to curate their preferred shade, moving beyond fixed assortments and emphasizing personalized shade matching.
The lifestyle corner invites product trial and social sharing.
Live weekend make-up demonstrations bring the product performance to life.
With exclusive experiences and offers, travellers are invited to capture lasting memories at dedicated photo areas. The lifestyle corner in particular replicates the intimate setting of a home dresser, doubling up as a photo spot that encourages product trial and exploration while giving travellers a chance to engage in social sharing. Shoppers can also enjoy campaign-exclusive gifts with qualifying purchases.
Beyond April, in-mall presence sustains momentum, leading travelers to the NARS store for exclusive prize experiences.
On weekends, NARS artists bring the product’s performance to life through live makeup demonstrations, translating innovation into real-time trial and conversion. Beyond April, continued in-mall presence will ensure sustained awareness and consumer momentum, leading back to the NARS store where customers can receive exclusive gifts through an interactive prize grab experience.
1 https://www.kearney.com/about/kearney-in-the-media/press/travel-retails-future-flight-path-turning-heightened-volatility-into-tomorrows-market-edge
2 Based on a consumer study of 72 subjects, immediately post application
3 Skinification is the beauty industry trend of incorporating skincare-grade active ingredients into other personal care products,
specifically hair care, cosmetics, and body care.
4 Based on a consumer study of 72 subjects, post 8 weeks of usage
5 Based on a consumer study of 72 subjects, post 1 week of usage
6 Based on a consumer study of 72 subjects, immediately post application
