Skin Beauty Live Studio: Shiseido to highlight innovation innovation and technology at Hainan Expo – The Moodie Davitt Report – The Moodie Davitt Report

The Shiseido Skin Beauty Live Studio commemorates the brand’s 40th anniversary in the China domestic market. It will also debut the Baum and The Ginza brands in China through dedicated exhibition spaces.

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CHINA. Shiseido Company Limited will be showcasing new brands, lines and technologies with its expansive presence at the inaugural China International Consumer Products Expo (Hainan Expo) from 7 to 10 May.

As the demand for prestige products and domestic travel continues to rise, Shiseido has enhanced cross-border collaboration between its China and travel retail businesses.

Shiseido said that its participation at the pioneering consumer event reinforces along-term commitment to China and particularly to the travel retail hotspot of Hainan.

The ‘Shiseido Skin Beauty Live Studio’ is a dedicated 500sq m space that will highlight the company’s latest product innovations and technologies from the 13 brands in its portfolio. It also commemorates the 40th anniversary of the beauty giant’s entrance into the Chinese domestic market and showcases the group’s latest sustainability initiatives.

Shiseido is also debuting two new prestige skincare brands for the first time in the Chinese domestic market, Baum and The Ginza, which will be showcased in dedicated display areas.

Baum is a sustainable skincare brand that harnesses the power of trees to improve water storage and environmental defence. The Ginza is a minimalist luxury skincare brand that combines leading-edge technology with premium ingredients to offer bespoke skincare solutions.

Shiseido’s presence will also serve as a platform for live events, interactive digital touchpoints and virtual shopping experiences. The ‘Live Studio’ concept features a livestreaming room which will host beauty consultations, product demonstrations and brand launches which will be broadcast to both Expo visitors and online audiences in China.

The booth will feature a main stage to host the opening ceremony along with panel discussions and presentations by leading KOLs and researchers from Shiseido’s China Innovation Centre. It will include a dedicated ‘Cross-Border Ecommerce Zone’ which will enable customers to purchase tax-free products not yet released in China. While exploring the six different exhibition areas, Expo visitors will be encouraged to collect virtual stamps on WeChat to receive a complimentary Shiseido gift set.

Shiseido Travel Retail President & CEO Philippe Lesné commented, “The inaugural China International Consumer Products Expo underlines the importance of Hainan, a beacon of growth for travel retail and a key gateway for us to capture and engage traveling Chinese consumers. This milestone event is expected to deliver greater momentum to the offshore duty free business on the island and further elevate Hainan as a premier international duty-free shopping destination.

“We are committed to enhancing Shiseido Group’s positioning as a skin beauty company through continued cross-border collaboration and building long-term partnerships with key retailers in Hainan to drive mutual growth. We share our sincere best wishes for the Expo to be a resounding success.”

As reported, the Hainan Expo will take place at the Hainan International Convention & Exhibition Centre in Haikou. It is the first state-level consumer exhibition in China and aims to provide a world-class, information-based platform for  trade and investment. The Expo is a key pillar of the Hainan Free Trade Port and will feature 630 foreign companies and 1,200 global brands from 69 different countries. It is expected to attract more than 200,000 visitors.

Shiseido is enhancing cross-border collaboration between its travel retail and China businesses to support the Chinese government’s ‘Dual Circulation’ strategy, Fujiwara says

Over the years, Shiseido’s impressive growth in Hainan has been supported by numerous striking animation concepts and pop-ups set at China Duty Free Group’s Sanya International Duty Free Shopping Complex in Haitang Bay. The blockbuster animations have successfully showcased the company’s prestige brands, including Shiseido, Clé de Peau Beauté and Nars. They regularly feature a suite of omnichannel and retailtainment elements, underpinned by digital marketing, social commerce campaigns, KOLs and partnerships with CDFG’s owned online channels.

”It is an honour to participate in the first-ever China International Consumer Products Expo, which represents another significant step in the opening up of China,” commented Shiseido China President and CEO Kentaro Fujiwara.

“As one of the first foreign cosmetics companies to enter China 40 years ago, Shiseido has been growing together with China’s reform and opening-up policy. Going forward, we strive to continue to develop with Hainan’s new initiatives, in support of China’s ‘Dual Circulation’ strategy.”

Fujiwara added, “We will leverage the opportunity of the Expo to demonstrate Shiseido’s innovation in skin beauty and present world-class brands and products of high quality and value to the Chinese consumers, based on our corporate mission, Beauty Innovations for a Better World.”

Beauty blockbusters: Shiseido’s impressive growth in Hainan has been accelerated by numerous high-profile beauty activations at the CDF Mall in Haitang Bay. Pictured above is Clé de Peau Beauté’s ‘Be the Secret of Radiance’ pop-up from February 2021 and below is the Nars Icons animation from June 2020.

Footnote (1): Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.

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Footnote (2): Together with our strategic partner in Hainan, Hainan Hinews Media Co, The Moodie Davitt Report is providing live daily coverage of the Expo. As reported, The Moodie Davitt Report and Hainan Hinews Media Co have struck a far-reaching win/win strategic cooperation agreement to boost mutual coverage of Hainan’s booming offshore duty free sector and the Free Trade Port development

Click to open our recent special edition of The Moodie Davitt Magazine dedicated to Hainan.