Shiseido Travel Retail’s Platinum Suite at the Virtual Travel Retail (TR) Expo 2020, themed The TR New Retail by Shiseido, invited key stakeholders and industry partners on a journey that envisioned the ‘New Retail’ concept in travel retail.
Visitors were guided through tailor-made pathways showcasing the company’s key business strategies, marketing plans and consumer insights that have helped to drive its growth in the channel. The suite experience is completed by an introduction to Shiseido Travel Retail’s new and upcoming products from its growing travel retail portfolio, which now includes THE GINZA, Drunk Elephant and Tory Burch.
Philippe Lesné, President & CEO, Shiseido Travel Retail commented: “Since 1872, Shiseido has been at the forefront of beauty innovation and our participation at the Virtual Travel Retail Expo reflects this pioneering spirit. As we pivot our business to adapt to an ever-changing global environment, we are strengthening our commitment to digital innovation and the traveler experience, with consumer-centricity at the heart of all our marketing strategies.
“We are excited to showcase our plans for the future of travel retail and reinforce Shiseido Travel Retail as an ideal long-term collaborator among our partners in the Trinity as the channel works towards recovery and growth.”
Anchoring the suite experience, a ‘Power Hour’ guided tour is led by Shiseido Travel Retail representatives. A virtual beauty consultant welcomes guests at the suite’s lobby lounge, against a backdrop that captures the full portfolio of brands, each represented by its signature color – a visual metaphor for Shiseido Travel Retail’s passion for storytelling.
At the ‘New Retail’ Desk, the virtual beauty consultant intro-duces Shiseido Travel Retail’s consumer experience vision and innovative solutions for the future of travel retail. With Retail Excellence at its core, Shiseido Travel Retail has reimagined a safe and engaging experience for travelers and employees.
With the support of the Share STR mobile application, beauty consultants all over the world will have access to digital training modules, which also includes in-depth hygiene guideline modules to prepare them for the new normal of consumer interaction.
Other innovations include next-generation store counter concepts and social connectivity tools that will allow travelers to connect with Shiseido Travel Retail’s portfolio of brands and enhance
their shopping experience, both online and offline. Airfree, Shiseido Travel Retail’s partners in the air, is also featured in this area, presenting its end-to-end e/m-commerce solution for inflight duty free.
Moving through the suite, visitors will arrive at The Insights Gallery, which is helmed by the Consumer & Market Intelligence team. Designed as a refreshing space that emulates a Japanese garden, the room showcases the consumer and commercial insights that lay the foundation of Shiseido Travel Retail’s omni-channel marketing strategies. Here, visitors can browse four key projects, ranging from travel retail exclusives to post-COVID-19 travel retail shopping behavior.
The Insights Gallery reflects Shiseido Travel Retail’s commitment to data-driven insights and highlights the combined impact of retailer-brand partnerships that are based on consumer-centricity, says the company.
The individual Brand Rooms treat visitors to a unique experience from each of the Group’s 15 brands. In the Skincare category, this includes Shiseido, Clé de Peau Beauté, THE GINZA’s, IPSA, ELIXIR, ANESSA and Drunk Elephant with its ‘skin’s happy place’ philosophy.
For make-up there is NARS, Laura Mercier and bareMinerals.
In the fragrance category, Shiseido Travel Retail is featuring Dolce&Gabbana, Issey Miyake, Narciso Rodriguez, Serge Lutens and Tory Burch.
The Shiseido suite is open to registered visitors of the Virtual TR Expo through mid-November.