Shiseido Travel Retail, Asia’s leading skin beauty and wellness expert, strengthens its prestige skincare portfolio with the launch of ‘See Yourself in a New Flight’, a travel-exclusive campaign by Drunk Elephant.
Taking center stage at Suvarnabhumi Airport, Bangkok, the landmark event was the first time Drunk Elephant had taken over King Power’s vibrant new Perfume Cosmetic Shop Booth Exhibition Space at International Departures East. Reinforcing Shiseido’s commitment to enhance traveler journeys, ‘See Yourself in a New Flight’ engaged diverse global travelers with the playful and progressive philosophy of Drunk Elephant during key festive travel periods, including China’s Golden Week and Diwali.
Shiseido Travel Retail President & CEO, Philippe Lesné, said, “With more than 36 million tourists expected to visit Thailand this year1, we see the dynamic city of Bangkok as an important hub to connect with diverse global travelers. This is key to driving sustainable growth across Travel Retail Asia in the long term. The ‘See Yourself in a New Flight’ campaign is a milestone for Drunk Elephant and Shiseido Travel Retail – reflecting our broadening portfolio and footprint in Asia. The vibrant campaign reinforces our commitment to creating new value for travelers by offering a unique product line-up, retail environment and in-store experience that is tailored to traveler needs. We thank our partners at King Power and Suvarnabhumi Airport for bringing this elevated travel experience to life in Bangkok.”
Glow On the Go with the ‘See Yourself in a New Flight’ Campaign
Taking place from 16 September to 31 October 2024, the ‘See Yourself in a New Flight’ campaign was anchored on Drunk Elephant’s TREX24 collection – the MILE HIGH-DRATION CLUB and NONSTOP GLOW Kit – and was designed to meet the specific skin beauty and wellness needs of travelers wherever their journey takes them.
The MILE HIGH-DRATION CLUB is a hydrating set designed to strengthen the skin’s acid mantle and ensure healthy, nourished skin at any altitude. The kit features an ultra-hydrating serum and a firming peptide moisturizer, making it an essential for maintaining hydration at any altitude.
The NONSTOP GLOW Kit includes an AHA2 and BHA3 exfoliating serum to smooth skin texture, combined with a deeply replenishing moisturizer for lasting radiance. The kit ensures that skin remains plump, firm, and glowing across time zones, making it a travel essential for maintaining a radiant complexion throughout the journey.
The high-performance range offers cutting-edge, travel-friendly skincare solutions, perfectly sized for hassle-free packing and security checks – ideal for the modern traveler seeking convenient skincare solutions4. With its compact format, the range helps travelers to maintain a glowing complexion on the go. The TREX sets, housed in vibrant, mylar-free packaging, embody Drunk Elephant’s playful identity and align with the increasing demand for more sustainable offerings.5 Alongside these travel-ready kits, a comprehensive collection of Drunk Elephant products is also available at the activation.
Take a #DrunkBreak at Suvarnabhumi Airport
The ‘See Yourself in a New Flight’ activation delivered a playful and shareable experience that captivated travelers, inviting them to engage with Drunk Elephant’s vibrant, progressive philosophy. Featuring a striking color palette, bold design, and fresh, memorable atmosphere, the activation was further enhanced by playful travel-themed elements like clouds and airplanes, along with unique, travel retail-specific ‘Drunk to Go’ messaging.
Travel-themed bounce-back cards were distributed across airport and downtown areas.
The Drunk Ball Game educated travelers on common causes of skin concerns.
Travelers could learn more about Drunk Elephant’s iconic skincare smoothies through the Smoothie Quiz.
The campaign invited travelers to take a #Drunkbreak and experience the Drunk Elephant brand firsthand through interactive activities at Suvarnabhumi Airport. Bounce back cards were distributed across the airport6 and in downtown locations7, inviting travelers to visit the activation when passing through the airport. The Drunk Ball Game educated travelers on the causes of common skin concerns while reinforcing the brand’s mission to deliver cleaner, more effective skincare. Through a personalized consultation with the Beauty Partners and with help from the Smoothie Quiz, travelers could create a personalized smoothie mix tailored to their skin type and skin concerns. Travelers could also capture memorable moments at the Cloud Photo Zone and send exclusive Thailand-themed Drunk Elephant Postcards directly from the event, adding a personal touch to the experience, creating a unique experience that combines travel with brand engagement. Lastly, travelers could also enjoy gifts and limited time offers, exclusively at the activation.
Travelers were invited to send a Thailand-themed postcard at the event.
To maximize engagement, the omnichannel campaign targeted travelers through digital amplification on various retailer channels, including social media platforms and e-commerce banners, as well as KOL amplification. These activities are designed to capture travelers’ attention and foster interaction across multiple touchpoints for a cohesive and engaging brand experience.
Driving Sustainable Growth Across Travel Retail Asia
With a projected 36.1 million tourists expected in 2024i, the diverse passenger mix at Bangkok Suvarnabhumi Airport – including Chinese, Thai and Western Gen Z and Millennial travelers – makes this location ideal for Drunk Elephant’s flagship travel retail activation.
The strategic location of the ‘See Yourself in a New Flight’ campaign highlights Shiseido Travel Retail’s commitment to driving sustainable growth in the Asia region, by curating 360-degree experiences that engage, educate, and inspire travelers through innovative skincare solutions. The activation represents Shiseido’s ongoing initiative to create unique value for travelers, and its ambition to shape a new culture of beauty that meets the evolving needs of global travelers.
