Shiseido launches first U.S. airport retail activation, LAX/TBIT showcase created by Bloom Miami

The interactive installation debuted new lipstick formula, Rouge Rouge


Shiseido has installed its first U.S. airport activation, a state-of-the-art showcase featuring Shiseido’s newest lipstick formula, Rouge Rouge, at the Los Angeles International Airport’s Tom Bradley International Terminal (TBIT).

The activation – which centers around the color red – was created and installed by retail focused design and production agency Bloom Miami. In addition to interpreting and executing the design concept, Bloom also served as technical coordinators acting as the liaison between the Shiseido brand team and the airport authority and managed all job site logistics.

Rouge Rouge is a collection of 16 red shades. Part of the activation’s design included four 55-inch LED screens, which displayed the products as animated patterns that changed according to the movements of those standing in front of it.

Using Vibrant Red Color Technology, Shiseido combines optimal pigments and light technologies to create the perfect red lip for every skin tone.

Travelers passing through the newly renovated TBIT were invited to stop at Shiseido to not only purchase products on-site, but also receive recommendations to help them find their perfect red lip. With the activation’s ‘Find Your Rouge Rouge’ iPad application, travelers also had the opportunity to create a digital portrait, which they could download via a short-form URL or QR code to their mobile phones to then share on social media using the hashtags #rougerouge2016 and #shiseidored.

“Disruption has become the new buzzword in Travel Retail marketing and what better way to disrupt and engage than to activate at the bottleneck of main entrance leading to the TBIT international gates,” said Darin Held, partner at Bloom Miami.  “Also, the brands can now sell from the activation platform in addition to sampling – this is a new and exciting proposition for our clients. Not only are they getting incredible brand exposure, but also a direct and measurable return on investment. Airport retail is becoming more premium and experiential over the past few years. Our clients are not only looking for innovative ways to attract customers but to also cultivate brand loyalists.”

The activation showcased Shiseido’s newest lipstick formula, Rouge Rouge, a collection of 16 shades centering around the color red.

Last year, TBIT handled about 52.3 million travelers – accounting for about 70% of LAX’s overall passengers. The terminal has undergone an extensive renovation including a $148.5 million connector to five domestic terminals making switching from domestic to international flights easier on passengers.

For more than 140 years, the Shiseido brand has worked to help people live “This moment. This life. Beautifully.” The company has the world’s fifth-largest sales as a cosmetic manufacturer and currently operates in about 120 countries and regions around the world.