Shiseido Travel Retail has teamed up with Lagardère Travel Retail to launch a global animation promoting Shiseido Ultimune Power Infusing Concentrate at Paris-Charles de Gaulle (CDG) Airport. The pop-up store, featuring vibrant splashes of red and strong digital elements, is located at CDG Terminal 2E (Gates M) and runs from 8 March to 10 April.
This Spring/Summer 2017, Shiseido has unveiled a new campaign for Ultimune with the tagline, ‘The Beauty of Self-Defence’, highlighting the product’s ability to strengthen the skin’s natural powers of defence. The campaign’s key visual expresses the Shiseido woman’s inner self through Japanese ink painting, with the vivid red ink colour representing personal vitality.
To bring this artistic visual medium to life, Shiseido has created two digital technology experiences – The Mirror and the iPad digital portrait app – to drive consumer engagement and attract footfall to the 29 sq m pop-up space.
The Mirror is a motion-sensing interactive traffic-stopper designed to help consumers visualise their inner strength and beauty using the Japanese ink that is characteristic of the campaign. As they move their arms in front of the digital screen, an Ultimune bottle opens and its essence – their inner beauty as symbolised by a red ink ‘aura’ – escapes, surrounding them and strengthening them with each movement.
Consumers are then invited by Shiseido beauty consultants to the iPad digital portrait booth where they can use the app to capture an artistic impression of themselves. This image is printed on a postcard which consumers get to keep, and sent to them via email for easy sharing on social media with the campaign hashtag #MOSTPOWERFULYOU.
The pop-up space comes with a private seating area where consumers can discover products from the Shiseido skincare bar The pop-up space features semi-enclosed zones to give consumers a sense of privacy, while maintaining 360° visibility and an accessible feel. Here, consumers receive personalised service from the beauty consultants and discover a range of Shiseido products, including key skincare lines, new make-up launches and the Ever Bloom fragrance. Also available are a selection of travel retail exclusives, such as Ultimune Face & Eyes set, Bio-Performance LiftDynamic Program and Glow Revival Program, as well as Benefiance WrinkleResist24 Anti-Wrinkle Experts set. Customers who purchase a minimum of two products including one from the Ultimune line will receive an exclusive set of Shiseido miniatures as a gift-with-purchase.
The campaign is being supported by a comprehensive omnichannel marketing strategy that includes online amplification on leading social and mobile media platforms to drive footfall to the pop-up store. Each touchpoint is tailored to maximise engagement with global shoppers and millennials, from pre-departure to post-departure.
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