December 6 2017  |  Retailers

Tasa Meng and Shiseido launch experiential animation at Taiwan Taoyuan International Airport

By Hibah Noor


Shiseido Travel Retail and Taiwanese travel retailer Tasa Meng have teamed up to launch Clé de Peau Beauté’s Le Serum and new lipstick range with an experiential animation at Taiwan Taoyuan International Airport, featuring acclaimed Taiwanese watercolor artist Jing You.

Running from November 1 to December 31, the collaboration builds on the strong partnership between Shiseido Travel Retail and Tasa Meng at Taipei’s main international gateway, where passenger traffic hit 42 million in 20161 – a first in the airport’s 37-year history.

Targeted at departing travelers at Taoyuan Airport’s T2 North and located near gate D5, the animation shone a spotlight on Jing You’s distinctive aesthetic, inspired by fashion, beauty, lifestyle and femininity. From November 10-11, shoppers who purchased Clé de Peau Beauté color makeup were invited to have their watercolor portrait personally hand painted by Jing You to take home as a souvenir. A second session will take place from December 21-23, providing shoppers with another opportunity to gift themselves with a special memento in the run-up to the festive holiday season.

Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet said: “Thanks to our history of longstanding and successful partnerships with key retailers such as Tasa Meng, we have gained their confidence to work on innovative campaigns such as this. This exciting collaboration has no doubt underlined the Clé de Peau Beauté ethos of providing not just high-quality products for its customers, but also a memorable experience to match. The highly personalized gift, which showcases Jing You’s talent for translating women’s confidence, elegance and strong personalities in her signature soft and feminine style, is also a strong reflection of Clé de Peau Beauté’s luxury brand positioning. The glowing response shows that we have certainly struck a chord with customers, and we look forward to working together with Tasa Meng on more creative animations in the future.”

Tasa Meng General Manager Gary Chau commented: “This collaboration with Shiseido has delivered what today’s global shoppers desire – a unique and personalized experience. This is the first time we are featuring an experiential activity for Clé de Peau Beauté, and we are extremely proud to support our very own homegrown artist. The exclusive opportunity of getting their portrait painted by Jing You has left an indelible impression on shoppers, creating significant buzz and a new way of experiencing the brand. We are confident that the next event in December will be a resounding success.”

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