November 22 2016  |  Fragrances, Cosmetics, Skincare & Haircare

Shiseido partners with Japanese artist to bring travel and happiness to DFS stores

By Jas Ryat

Instagram users posted their happiest pictures on their pages with the hashtag #DFSxShiseido, and visited the ShiShi Happiness Booths in-store to print their photos on specially designed ShiShi luggage tags

Shiseido collaborated with Japanese contemporary artist ShiShi Yamazaki and DFS Group to bring travelers an exclusive campaign called Travel & Happiness last month in DFS locations worldwide.

In the campaign, which is inspired by the happiness and freedom of travel, Tamazaki’s animated characters are brought to life in a fantasy world of flight and dance.

The Tokyo-based artist developed a 35-second video in a reinterpretation of Shiseido’s star product, Ultimune Power Infusing Concentrate. She also designed the packaging for the travel retail exclusive Power Partners Super Duo featuring Shiseido Ultimune (100ml) and Shiseido Vital Perfection White Circulator Serum (80ml).

The month-long campaign was supported by a program spanning digital and in-store marketing. This included DFS’s official website and event micro-sites; social media platforms such as Facebook, Weibo, WeChat and Instagram; as well as via email marketing with DFS Loyal T members.

To drive online traffic, the campaign employed SMS geo-targeting to offer consumers the chance to redeem a free Shiseido sample in-store. Consumers who added the DFS Savings Passport to their mobile wallets received information on redemption details, and could then collect their gift at participating stores by showing their passes.

Power Partners Super Duo features Shiseido Ultimune (100ml) and Shiseido Vital Perfection White Circulator Serum (80ml)

Instagram users were also encouraged to post their happiest pictures on their pages with the hashtag #DFSxShiseido, and visit the ShiShi Happiness Booths in-store to print their photos on specially designed ShiShi luggage tags.

DFS hosted a Travel & Happiness event in the atrium of T Galleria Hong Kong, Causeway Bay, where shoppers discovered the beauty of travel with Shiseido via complimentary beauty consultations, customized luggage tags and the chance to shoot a mini-movie in late October.

With purchases of HK$1,200 (US$155) and above, customers could receive a ShiShi pouch set as a gwp, while Loyal T members could top up an additional HK$500 (US$65) to receive an exclusive ShiShi mirror. A flash mob performance took place on the street outside T Galleria Hong Kong, creating further excitement and theatre.

Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet said: “The Travel & Happiness campaign offered a fantastic opportunity to expand our longstanding partnership with DFS Group and support one of Japan’s most talented homegrown artists at the same time.

“ShiShi Yamazaki’s flight of fancy richly illustrates the magic of travel, and we took this concept a step further with a 360-degree marketing approach that brought innovation to consumers and engaged them before they even began their journeys. Going forward, we will continue to explore retailer-exclusive initiatives and other similar opportunities to offer even more excitement and value to global shoppers.”

Brand News

June 1 2020

Molton Brown’s Flora Luminare line…

​Molton Brown, London’s fragrance expert, has extended its Flora Luminare collection to include new Bath, Body and Hand Care…

By Jas Ryat

May 28 2020

SKROSS builds presence in the USA…

​The digital accessories retailer, InMotion, acquired by WHSmith in 2018, offers a specialized shopping experience for travelers…

By Jas Ryat

May 28 2020

A message of hope & testimony of…

​In addition to droughts and fires, Two World Wars, the Boer wars, the Great Depression, the Spanish Flu, the Bubonic Plague,…

By Jas Ryat

May 28 2020

DFD adds Anne Klein watches to…

​Duty Free Dynamics, major travel retail regional distributor, is pleased to announce the addition of Anne Klein watches

By Laura Shirk

May 27 2020

Kantar’s Tracy Yu joins Treasury…

​Treasury Wine Estates welcomes Tracy Yu as Regional Manager

By Jas Ryat

May 27 2020

Nestlé ITR announces its sustainability…

​With Nestlé announcing its ambition to make 100% of its packaging recyclable or reusable by 2025, Nestlé ITR has chosen…

By Laura Shirk

May 27 2020

DFD rolls out Osprey packs at 3Sixty…

​Duty Free Dynamics (DFD) is excited to announce the roll out of the innovative Osprey outdoor packs by opening a distribution…

By Jas Ryat

May 26 2020

Shiseido Travel Retail stirs emotions…

​Shiseido Travel Retail has strengthened its fragrance portfolio with the launch of three new product extensions from Dolce…

By Hibah Noor

May 26 2020

Burberry Beauty taps Isamaya Ffrench…

​Burberry Beauty has announced British makeup artist Isamaya Ffrench as its new Global Beauty Director

By Mary Jane Pittilla

Copyright 2020 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap