Shiseido Travel Retail is inviting people to rediscover beauty in travel with its return to TFWA Cannes in 2023. As travel continues to rebound around the world, Japan – where Shiseido headquarters are based – welcomed its highest number of arrivals since the pandemic in July with 2.32 million tourists. Building on this momentum, Shiseido Travel Retail is set to breathe the concept of Kaze (風) [wind] to life in Cannes with an authentic showcase of Japanese beauty, heritage, aesthetics, and Omotenashi, anchored by a diverse portfolio of prestige skincare, makeup and fragrance brands.
Philippe Lesné, President & CEO, Shiseido Travel Retail, said: “The return of travel brings an opportunity to reconnect with travelers in new ways as they seek more meaningful experiences. This is a year of recalibration, as we reimagine how we engage them to see the beauty in travel again through our brands – the life force of our business. Our presence at the TFWA World Exhibition & Conference reflects our belief in the future of travel retail. We hope to strengthen our collaboration with key partners to bring new growth to our businesses and unique value to travelers worldwide.”
Kaze (風) [wind] of renewed Travel Retail
Since its founding in 1872 as Japan’s first Western-style phar-macy, Shiseido has blazed a trail in beauty and continued to evolve throughout its 151-year history in pursuit of innovation and excel-lence. Inspired by nature, Shiseido Travel Retail brings to Cannes the concept of Kaze (wind), which represents the blessings of nature, constant evolution and new opportunities.
The company says that its vision is to create unique value for travelers, who remain at the heart of the business. It aims to achieve this through tailored brand offerings, led by core brands – SHISEIDO, Clé de Peau Beauté and NARS – and creating exceptional and exclusive retail experiences in collaboration with key retailer partners. It is also strengthening its capabilities through digital acceleration to build a seamless online-to-offline (O2O) consumer journey and enhanced operational efficiency.
As Shiseido Travel Retail builds a stronger foundation for 2024 and beyond, it remains positive about the renewed prospects of travel retail. In Asia Pacific, Hainan – one of the top domestic travel destinations for Chinese travelers – will be boosted as a Free Trade Port by 2025. In Japan, the travel retail business has exceeded expectations with the return of Asian travelers, while EMEA and the Americas continue to see dynamic growth with the travel recovery in the west. The eventual return of Chinese travelers outside of China will further spur this momentum, and it is making strategic investments to catch the tailwinds for growth.
Inspired by nature at TFWA Cannes
In Cannes, the theme of Kaze and nature will be brought to life at the Shiseido booth, with an emphasis-sis on originality, storytelling, and emotional expression. Using traditional Japanese layering techniques to create depth, the striking windowdesigns feature camellia petals floating in the breeze against a forested landscape. The modern interior incorporates wavelike shapes that evoke the movement of wind through the open and inviting booth layout, which offers an unobstructed view of all the brand displays.
The showcase will feature 11 brands from Shiseido Travel Retail’s prestige portfolio, inclu-ding SHISEIDO, Clé de Peau Beauté, IPSA, THE GINZA, Drunk Elephant, BAUM, NARS, ISSEY MIYAKE, narciso rodriguez, and Serge Lutens. New to this year’s line-up is Paris-based Zadig & Voltaire, with a selection of fashion-forward fragrances.
