General
Shiseido Travel Retail has partnered with King Power International (Thailand) to deliver a major promotional campaign which aimed to capture the beauty of Thailand.
For the initiative, Shiseido collaborated with Thai artist Riety Darisa K and influential Chinese fashion and lifestyle blogger Magic Yang to target Chinese travellers through a 360 ̊ programme.
The programme included social media and digital content, in-store activations and Travel Retail Exclusive (TREX) products available only at King Power Thailand stores.
The campaign, which aimed to capitalise on the large number of Chinese visitors to Thailand, tapped into the power of influencer marketing to push brand awareness and drive sales among Shiseido’s key consumers, particularly millennials. Magic Yang, a leading influencer in China, has a strong following of millennials on social media who are inspired by her personal style, her love for travel and adventure and the places she visits.
With Riety as her guide, Magic was taken on a tour of Bangkok, where she discovered the capital city’s art, beauty and culture. Her trip to Thailand was captured in a promotional film, called ‘The Beauty of Thailand’.
Leading up to the campaign’s official launch on 1 April, Magic posted exclusive behind-the-scenes pictures of her trip to announce the collaboration and shared the film on her Weibo and WeChat accounts. The film features subtle placement of Magic’s top three Shiseido beauty picks: Ultimune Power Infusing Concentrate, Perfect UV Protector SPF 50+ and Rouge Rouge.
The campaign was prominently highlighted on King Power Thailand’s website and social media platforms and a dedicated campaign micro-site. Travellers were also targeted prior to departure via advertising.
The in-store activations at Bangkok Suvarnabhumi Airport and in the King Power Srivaree Complex downtown store are running until 31 May. The airport activation features a pop-up store which offers complimentary skincare treatments and lip make-overs, as well as a Photo Booth where travellers can personalise their photos with Riety’s Thai-inspired visuals to be printed onto their own customised luggage tags.
To further underline the Sense of Place focus, Shiseido has developed an exclusive skincare set specially curated by Magic Yang and packaged in bespoke sleeves featuring art by Riety. The limited-edition set, only available at King Power Thailand stores, includes Ultimune Power Infusing Concentrate for Face and Perfect UV Protector SPF50+/PA++++.
Customers spending THB 14,000 (€368) or more will receive a complimentary ‘The Beauty of Thailand’ cosmetics bag and those spending more than THB 16,000 (€420) can claim an additional Shiseido tote bag.
