This arm was established as Shiseido’s global duty free business in 2016, with its portfolio including brands like SHISEIDO, Clé de Peau Beauté, NARS, IPSA, ANESSA, Drunk Elephant, ISSEY MIYAKE PARFUMS, and Tory Burch Beauty.
Shiseido Travel Retail concluded the initial phase of the multi-faceted campaign in May, which brought together four key players in the industry — ANESSA (beauty), Alipay+ (digital payments), Tourism Authority of Thailand (tourism), and King Power (retail).
This initiative marks Shiseido’s first-ever partnership with a national tourism board, and a new strategic move for the company within the travel retail sector.
In addition, it builds upon Shiseido Travel Retail’s existing partnership with Alipay+, further cementing its commitment to enhancing the modern traveller’s experience through digital convenience and immersive engagement.
“Our collaboration with Alipay+ has consistently driven engaging consumer experiences, and welcoming the Tourism Authority of Thailand (TAT) into this fold is a truly groundbreaking step for Shiseido Travel Retail
“This expanded alliance with TAT, alongside our continued partnership with Alipay+ and King Power, allows us to enrich the entire traveller journey. It’s about creating unique, culturally resonant ‘destination beauty’ moments that transcend traditional retail, setting a new benchmark for how brands can collaborate to elevate the travel experience,” said Fran Law, vice president of commercial and business development at Shiseido Travel Retail.
Integrating beauty, digital innovation, and cultural exploration
A key highlight of the campaign in May was the co-branded experience inspired by ANESSA’s brand ambassador, Jackson Wang.
Through specially designed ANESSA x Jackson Wang premiums, including limited-edition celebrity cards and exclusive travel collectibles, the activation generated “significant reach and fan excitement”, and boosted brand visibility across both digital and retail channels.
This resulted in robust consumer engagement with a wide demographic of travellers.
“Early indicators point to a strong positive impact, reinforcing the effectiveness of this innovative partnership model in driving both brand visibility and purchase intent.”
Furthermore, the Alipay+ ecosystem enables travellers to access a variety of rewards that bridged the gap between digital engagement and on-the-ground experiences.
“By blending online convenience with in-person discovery, the campaign showcased a refreshed model for travel retail that reflects today’s demand for personalisation, cultural relevance, and meaningful cross-industry collaboration.
“Shiseido Travel Retail will continue its regional activation, with ANESSA building visibility through diverse initiatives across key destinations, including recent collaborations with Jackson Wang in Hainan.”
