“Show, don’t tell,” – a golden rule of creative writing. In this spirit we’d prefer to show you what we’re capable of rather than making all sorts of bold claims.

Pride in Our Work

Shiseido Travel Retail

The Challenge

Elevating Shiseido Travel Retail in the crowded and competitive global beauty market

The Story

The beauty category is booming in global travel retail – a trend led by the growing Chinese traveller market, the highest-spending demographic in the channel, and the increasing popularity of prestige skincare and cosmetics. With opportunities for growth emerging in Asia Pacific and beyond, the marketplace has become extremely competitive with brands vying for travellers’ attention through continual product launches, activations and events in the travel retail.

As one of the top five beauty houses in the world, Shiseido Travel Retail is committed to innovating for the traveller through an active, ambitious and dynamic marketing calendar. The challenge for FILTR is to establish a clear voice and point of view for Shiseido Travel Retail in this highly competitive landscape through a strategic and structured public relations programme each year.

In 2019, we brought Shiseido Travel Retail’s most important stories to life for travel retail media through the human experience – conveying business updates through face-to-face media interviews, providing world-class experiences through its marketing activity and opening its doors to media at important launch events. Our peak activity included:

Media Interviews at TFWA

SHISEIDO FOREST VALLEY: Creating Experiences

Milestone Launches and Events

These three campaign peaks were supported by a year-round trade press office that ensured a drumbeat of media coverage and sponsorship opportunities that portrayed Shiseido Travel Retail’s award-winning portfolio, thought leadership and relevance to the travel retailers. Key tactics included; news pipeline management, feature interviews, awards management and a media buying programme.

The Results

The 2019 press office generated spectacular results, with share of voice on a group level for Shiseido Travel Retail within travel retail media at more than five times the company’s market-share

In excess of 400 pieces of media coverage generated throughout the year – with over 25 million opportunities to see across leading titles including; The Moodie Davitt Report, BW Confidential and Travel Retail Business

Shiseido Travel Retail scooped key awards at The Moodies Digital Awards in 2019 for Best Branding Advertising (SHISEIDO Ultimune #StrongSouls) and Best Use of Real-time/Geolocation (Dolce&Gabbana Light Blue & The One)

Key client quote:

“Looking to the future, Shiseido Travel Retail retains a strong resolve to continue innovating to meet the evolving needs of travelers, developing even stronger retailer partnerships and pushing the boundaries of consumer experience, digital marketing and product development in beauty and travel retail.”
Shiseido Travel Retail

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