Shiseido Travel Retail has partnered with Changi Airport Group and The Shilla Duty Free to launch an outstanding digital animation for Shiseido’s new Rouge Rouge collection at Singapore Changi Airport Terminal 3 – the first stop in a global roll-out of the travel retail launch campaign.
Shiseido continues the momentum of its brand rejuvenation this July with the introduction of Rouge Rouge, a range of lipsticks in 16 shades of red – the colour of Japan, the colour of Shiseido. See our previous story on Duty Free Hunter.
This bold and energising colour is ingrained in Shiseido’s identity: the company’s first cosmetic product was a red lotion called Eudermine, which continues to be a global bestseller today; and its signature red camellia logo still graces Shiseido’s packaging. This colour connection forms the inspiration behind the Rouge Rouge campaign tagline, “Red is the first color.”
The highlight of the ‘Red’ animation at Changi, which runs from 8 July to 3 August, is a traffic-stopping digital wall designed to boost consumer interaction with the help of motion-sensing technology. Boasting eight 55-inch LED screens, the wall displays Rouge Rouge products as lively patterns which change according to the movements of the people standing in front of it.
Shiseido brand consultants are inviting travellers to use the ‘Find your Rouge Rouge’ iPad application to get shade recommendations and create a digital portrait constructed using the 16 shades of red in the collection. The portrait can be downloaded via a short-form URL or QR code to the travellers’ mobile phones or shared on Twitter, Facebook or Weibo, using the hash tags #rougerouge2016 and #shiseidored.
Travellers are then offered lip makeovers based on the product recommendations, followed by a photo opportunity against a specially designed background featuring the ‘Red is the first color’ tagline, thus providing them with a memorable keepsake.
Besides Rouge Rouge, brand consultants are also promoting Shiseido’s star product, Ultimune Power Infusing Concentrate 100ml – a size that is exclusive to travel retail – and Ultimune Power Infusing Eye Concentrate. Customers who spend a minimum of SGD150 on Rouge Rouge and Ultimune will receive a special GWP, while members of the Changi Rewards loyalty programme, will receive the GWP when they purchase SGD120 worth of any Shiseido products.
The animation is supported by an impactful media programme, which includes 43 screens across Changi Airport’s digital network and exposure on The Shilla Duty Free’s Facebook, Instagram and Weibo platforms, ensuring maximum visibility both online and offline.
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