Shiseido launches summer campaign in Hainan

June 1, 2023

Shiseido Travel Retail launched a summer campaign for the SHISEIDO brand in Hainan through a collaboration with China Duty Free Group (CDFG) and eight of the Chinese island’s luxury hotels.

The campaign, which kicked off over the Labour Day holiday and runs until the end of June, highlights SHISEIDO’s Vital Perfection range and focuses on a vacation theme.

The company says that extending the campaign to the hospitality sector enables it reach more travelers during the peak holiday period.

The flagship hotel animation at Crowne Plaza Sanya Haitang Bay Resort features product discovery areas, a surf-inspired photo wall, as well as offline and online gamification offering gifts to be won.

*The Crowne Plaza animation above and below with *photo call area* and LED screen with game,*

The campaign is supported by hotel animations, powered by a H5 mobile game, and on-counter and in-store animations in duty free shopping malls across the island. The animations take place on SHISEIDO counters at the Sanya International Duty Free Shopping Complex, Haikou International Duty Free Shopping Complex, CDF Haikou Duty Free Shop, Global Duty Free Plaza, Hainan Tourism Duty Free Shopping Complex, and Wangfujing International Duty Free Harbour City.

Travelers can purchase travel-exclusive sets that are only available through e-commerce and on-counter in Hainan. The sets feature hero products from the Vital Perfection franchise released in limited quantities, alongside exclusive GWPs, Shiseido said.

The summer campaign also includes a partnership with online payment platform Alipay in a bid to drive awareness, reach and conversion among Chinese travelers through GWPs, coupons, hotel room drops, as well as out-of-home (OOH) activations at Sanya Phoenix International Airport and two major Sanya hotels (the InterContinental Sanya Haitang Bay Resort and The Westin Sanya Haitang Bay Resort).

In addition, the campaign’s digital strategy covers social media, WeChat mini program, KOL engagement and livestreams.

Evelyne Ly-Wainer, Chief Commercial Officer, Travel Retail Asia Pacific at Shiseido Travel Retail commented: “Younger travelers are looking for unique and memorable experiences that they can share on social media, and the campaign offers a fun way to engage with the SHISEIDO brand.”