Shiseido Travel Retail unveils Platinum Suite at Virtual Travel Retail Expo

Shiseido Travel Retail's Lobby Lounge at the Virtual Travel Retail Expo

Shiseido Travel Retail has unveiled its Platinum Suite at the Moodie Davitt Virtual Travel Retail Expo, which kicked off today and runs until October 16.

Called “The TR New Retail by Shiseido,” the suite (located at BT-P4) includes dedicated areas to highlight the company’s strategies, marketing plans and the consumer insights fueling its travel retail model, in addition to 15 Brand Rooms across make-up, skincare and fragrance.

The “Power Hour” guided tour, led by Shiseido Travel Retail representatives, is personalized according to the region and interests of the show visitor. Guests are welcomed in the suite’s lobby lounge by a virtual beauty consultant. The lobby lounge features a backdrop meant to mimic a book, with each page showing a different brand.

At the “New Retail” Desk, virtual beauty consultants explain Shiseido Travel Retail’s strategy, like its Share STR mobile application, which gives beauty consultants worldwide access to digital training modules and includes hygiene guidelines regarding customer interaction. Other innovations include next-generation store counter concepts and social connectivity tools that will allow travelers to connect with brands and enhance their shopping experience, both online and offline, the company says.

Shiseido Travel Retail’s in-air partner Airfree is also featured in the area, presenting its end-to-end e/m-commerce solution for inflight duty free.

Moving through the suite, visitors arrive at The Insights Gallery, which is led by the company’s Consumer & Market Intelligence team. Visitors can browse through four key projects, ranging from travel retail exclusives to post-COVID-19 travel retail shopping behavior.

There are also 15 individual Brand Rooms, which highlight hero products, latest launches and travel-retail concepts and strategies for 2021.

For example, the SHISEIDO room is inspired by the new ALIVE store design counter concept and features Japanese garden-like elements.

In make-up, the NARS space features the brand’s latest innovations, while the room’s theme is inspired by its latest Air Matte Lip Color Collection. The limited-edition lipstick range comes in 10 shades and will launch in November in Travel Retail Asia Pacific.

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