Shiseido used TFWA Cannes to launch NARSissit #Jetsetter, the first ever NARS Travel Retail exclusive collection.
Travel Retail is a relatively new channel for NARS but the range of wearable, high-quality makeup enjoys a huge and loyal fan base in domestic markets and is advancing rapidly in the travel retail channel, says the company.
“NARS has been performing extremely well in Asian travel retail, especially in South Korea,” says Philippe Lesne, Global Travel Retail President. “We have also seen very positive sales with Chinese customers, even though the brand will not be launched there domestically until 2017.”
The potential seen for NARS within Travel Retail and the traveling consumer’s desire for exclusives have paved the way for the launch of NARSissist #Jetsetter.
“We are very aware of the need to meet the specific needs of the traveler and NARSissist #Jetsetter is positioned as the must-have handbag accessory for every globetrotting woman,” adds Lesne.
NARSissist #Jetsetter comprises four individual sets: an Eye, Cheek, and Lip Palette featuring 3 new Eyeshadow shades, Orgasm Blush, Laguna Bronzing Powder and Mini Lipgloss; a Lip Pencil Trio filled with Jardin des Tuileries Satin Lip Pencil, and Dolce Vita and Dragon Girl Velvet Matte Lip Pencils; Orgasm Face Set for Lips and Cheeks, containing Blush, Lip Gloss, Mini Illuminator and Mni Multiple; and a three brush Travel Brush Set for eyeshadow and blusher in travel sizes.
“Travel Retail is seen as an integral element of Shiseido’s VISION 2020 to revitalise the company and its brands. NARS – alongside our other prestige brands such as Shiseido, Clé de Peau Beauté and BareMinerals– are all seen as key to this revival,” says Lesne.
“NARS is an incredibly on-trend brand, highly respected by designers as our recent collaborations with Christopher Kane and now Steven Klein indicate, and extremely active in the critical social media arena. With a rapidly growing following, introducing a travel retail exclusive offer was a natural next step.”
