Shiseido unveils new beauty innovations to boost APAC travel retail sector

“The introduction of these new SHISEIDO developments is an important part of our strategy to deliver products that satisfy our travellers’ needs,” ​said Elisabeth Jouguelet, vice president of marketing and innovation, Shiseido Travel Retail.

Expanding prestige skin care portfolio

The firm has now enhanced its prestige skin care portfolio with a reformulated Ultimune Eye Power Infusing Eye Concentrate and an improved White Lucent skincare range.

The new Ultimune addition contains ImuGeneration Technology, which enhances the skin’s inner defences and improves its appearance, and the Smoothing Defense Complex, which provides a shield-like effect to help reduce friction damage caused by rubbing and intensive make-up removal.

“We have seen great success with the Ultimune Power Infusing Concentrate – it continues to be one of our best-sellers – so we are excited to bring our consumers a new version of the Ultimune Eye Power Infusing Eye Concentrate,”​ said Jouguelet.

The White Lucent range has been improved with its new ReNeura Technology+ and its SAKURA-Bright Complex — a blend of potent ingredients to target the source of hyperpigmentation.

 “As for the White Lucent range, its innovative technology, backed by many years of research and the scientific formulas it contains, make it one of our most exciting launches yet.”​

According to one report, the skincare segment contributed 53% to the growth of the perfumes and cosmetics category in travel retail in 2017. The APAC region contributed a whopping 91.4% of this growth.

The company believes its travelling consumers are looking for skin care products with ‘state-of-the-art technology’ that delivers additional value to consumers.

“We are really happy that we can keep providing our consumers with new products that we know they will love. As a group, we are lucky to be supported by generations of research, allowing us to continually evolve, update and transform our products,” ​said Jouguelet.

Colour cosmetics focus

While the skin care category continues to thrive, make-up is a key driver for the company’s travel retail’s growth.

Chinese consumers have contributed to growth in the segment as make-up continues to skyrocket in China.

The company is unveiling new make-up products from NARS and Laura Mercier, which are popular among Chinese consumers.

“Shiseido Travel Retail is constantly delivering newness to travel retail to cater to our ever-changing consumers. Our latest make-up releases are infused with state-of-the-art technology, offering hydration effects, protection from environmental damage, as well as imparting flawless coverage to users, with long-lasting effects,” ​said Jouguelet.

NARS, in particular, has been experiencing strong growth in APAC, with travel retail sales doubling in 2018.

The company plans to leverage on the popularity of NARS by rolling out two new products – Afterglow Lip Balm and Natural Radiant Longwear Cushion Foundation – and a limited edition Orgasm collection.

Additionally, the company is launching new Laura Mercier products including the Flawless Lumière Radiance Perfecting Foundation and the Rouge Essentiel Silky Crème Lipstick.

Jouguelet concluded: “They are certainly key make-up items for every traveller and are a reflection of Shiseido Travel Retail’s stance in leading the way with innovative products."​