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
- The Singapore and Cannes TFWA exhibitions are the key dates in the global travel retail calendar – and prime opportunities for the industry’s leading commentators to meet with Shiseido Travel Retail executives to discuss the business, evaluate its recent success and unveil new products and marketing activity
SHISEIDO FOREST VALLEY: Creating Experiences
- One of the key highlights for Shiseido Travel Retail in 2019, the S E N S E art installation is an immersive sensory experience of meaningful beauty located in the SHISEIDO FOREST VALLEY at Jewel Changi Airport
- We worked closely with the media in the run up to the launch and hosted seven key writers from leading travel retail and beauty media at the launch event in June
Milestone Launches and Events
- 2019 was a year of milestones for Shiseido Travel Retail, including; the opening of its new office hub in Singapore; the launch of the new Shiseido Group Global Innovation Centre in Yokohama; and its industry-leading travel retail activations including the SHISEIDO S E N S E Beauty Pop-up and the inauguration of the Clé de Peau Beauté brand in Europe
- To bring the stories to life, we ensured that the most influential travel retail and global beauty writers were in attendance at each event to live, breathe and experience the news
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)
