Shiseido celebrates the re-launch of Clé de Peau Beauté
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Shiseido Travel Retail has celebrated the relaunch of luxury brand, Clé de Peau Beauté with ‘A Radiant Day’ campaign, fronted by new global Ambassador – Academy Award-Nominated British actress, Felicity Jones.
The campaign coincides with the introduction of Clé de Peau Beauté’s beauty products to its current travel retail offering. Clé de Peau Beauté has remained a top performing brand for Shiseido Travel Retail, up +120% on FY2017 and representing around 25% of total sales globally, according to the company.
Asia Pacific and Chinese travellers a key growth driver for the brand. The re-launch will be promoted via an extensive strategic marketing campaign, with premium out-of-home advertising across Hong Kong International Airport already under way.
A new flagship counter design will also be unveiled in April at T Galleria by DFS, Macau, Shoppes at Four Seasons, providing more engaging and meaningful shopping experiences for Clé de Peau Beauté customers. The aim is to roll out the new design across all travel retail counters in the second half of 2018.
REVITALISED DNA
With a revitalised brand DNA, “Intelligent, Uncompromising, Exquisite”, and a refreshed new tag line, “Unlock the Power of Your Radiance”, Clé de Peau Beauté has set its sights on becoming a global, luxury brand by 2020.
Establishing a suite of new universal values – integrity, balance and authenticity, the brand’s newly appointed brand ambassador, Jones, reflects these seamlessly, the company said. Clé de Peau Beauté Chief Brand Officer Yukari Suzuki indicated a crucial element of Clé de Peau Beauté was to help customers feel the brand belonged in their lives.
“The aim is to roll out the new design across all travel retail counters in the second half of 2018.”
NEW SS18 PRODUCTS
The relaunch also introduces various new luxury SS18 products to Clé de Peau Beauté’s current travel retail offering. These include the Firming Serum Supreme, a clinically proven formula to unlock a new dimension of skin firmness, Radiant Lip Gloss (pictured left) a new and improved version of the brand’s original lip gloss; three new shades of Lipstick including Peach Stone, Crystal Star and Desert Rose; a new shade of Luminising Face Enhancer in lavender inspired by the spiral of a luminescent seashell; and a new take on its stick Concealer with new skincare ingredients for radiant skin.
There is also focus on La Créme, a product Shiseido said continued to stand at the pinnacle of Clé de Peau Beauté skincare.
‘A Radiant Day’ has already achieved success following the official event launch with Jones, last month at The Beverly Hills Hotel in LA, along with new counter openings in MGM Macau, MGM Cotai and T Galleria by DFS Singapore.
EXCITING TIME
Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet commented: “This is an exciting time for Clé de Peau Beauté as we look to establish the brand as a true market leader in luxury beauty.
“The relaunch provides an opportunity for us to enhance the brand’s travel retail offering and solidify its position in the market as a prestigious, but accessible brand. All the elements of the relaunch, from taking on Felicity Jones as our global ambassador, to opening flagship stores in Asia Pacific, are part of a long-term strategy to draw our consumers in further; to offer them memorable, luxury experiences beyond the traditional sense of retail. We are looking forward to a new era for Clé de Peau Beauté.”
Questions & Answers
Q.What is the financial performance of Clé de Peau Beauté within Shiseido Travel Retail?
What is the financial performance of Clé de Peau Beauté within Shiseido Travel Retail?
Clé de Peau Beauté has remained a top performing brand for Shiseido Travel Retail, with sales up 120% on FY2017. It represents around 25% of total global sales for the company.
Q.What new products are being introduced as part of the relaunch?
What new products are being introduced as part of the relaunch?
The relaunch introduces several new luxury SS18 products, including Firming Serum Supreme, Radiant Lip Gloss, three new Lipstick shades, a new Luminising Face Enhancer shade, and a refreshed stick Concealer.
Q.Where will the new flagship counter design first be implemented?
Where will the new flagship counter design first be implemented?
The new flagship counter design will first be unveiled in April at T Galleria by DFS, Macau, Shoppes at Four Seasons. The aim is to roll it out across all travel retail counters in the second half of 2018.
Q.Which customer groups are key drivers for the brand's growth?
Which customer groups are key drivers for the brand's growth?
Asia Pacific and Chinese travellers are identified as key growth drivers for the Clé de Peau Beauté brand. The marketing campaign targets these segments with premium out-of-home advertising.
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