Shiseido Travel Retail has partnered with King Power International to deliver a major promotional campaign seeking to capture the unique attractions of Thailand, which will launch the beginning of next month.
The initiative saw the Shiseido brand collaborate with Thai artist Riety Darisa K and influential Chinese fashion and lifestyle blogger Magic Yang to target Chinese travellers through a 360° programme that included compelling social media and digital content, high-profile in-store activations and travel-retail exclusive products available only at King Power Thailand stores.
Thailand is one of the most popular overseas destinations for Chinese tourists and the most popular getaway destination during Chinese New Year, with the campaign seeking to appeal to the lucrative Chinese millennials market. Yang, who has a significant social media following, resonates well with the market, regarding her as a key reference point for her personal style, inspired by her love for travel and adventure and the places she visits.
Yang featured in a promotional film, The Beauty of Thailand, in which she was taken on a tour of the Thai capital Bangkok, featuring subtle references of Shiseido products, as she used some of the products from the brand’s travel-retail range. Her favourite product picks – Ultimune Power Infusing Concentrate, Perfect UV Protector SPF 50+ and Rouge Rouge – were presented through three short videos illustrating the product features, adding further impetus to the campaign. Behind-the-scene pictures of her trip to announce the collaboration as well as the film were posted on her popular Weibo and WeChat social media accounts.
The campaign was strongly supported by King Power Thailand, with amplification on the travel retailer’s website and social media platforms, a dedicated campaign micro-site, as well as advertising that targeted travelers prior to departure.
The digital activation created significant buzz ahead of the 1 April unveiling of the in-store activations in King Power Thailand’s main store at Bangkok Suvarnabhumi airport and in the King Power Srivaree Complex (downtown) store. The airport activation, which runs until 31 May, centres on a pop-up store offering complimentary skincare treatments and lip makeovers, as well as a Photo Booth installation where travellers can personalize their photos with Riety’s Thai-inspired visuals to be printed onto their very own customised luggage tags.
Providing further differentiation and adding to the Sense of Place focus, Shiseido has developed an exclusive skincare set specially curated by Yang and packaged in bespoke sleeves featuring art by Riety. Available only at King Power Thailand stores, the limited edition set includes Magic’s skincare favourites: Ultimune Power Infusing Concentrate for Face, which strengthens skin’s health and its ability to resist signs of ageing; and Perfect UV Protector SPF50+/PA++++, featuring powerful sun protection technology that increases in efficacy upon contact with water or perspiration. Customers spending bt14,000 or more can receive a ‘The Beauty of Thailand’ cosmetic bag as a gift with purchase, while those spending more than THB 16,000 can claim an additional Shiseido tote bag.
King Power International Senior Executive Vice President Susan Whelan said: “King Power International Group has been the leading retailer and duty free airport and downtown operator for several decades, and have always championed partnership initiatives with our leading supplier partners. At the same time, we are passionate about sharing the Kingdom of Thailand’s rich history and unique culture with the world, and we have been instrumental in developing and supporting cultural initiatives throughout this time.”
“This exciting collaboration initiated by Shiseido perfectly encapsulates the wonders of Thailand, as seen through the eyes of our talented homegrown artist Riety and prominent social media personality Magic Yang,” she continued. “We are delighted with this opportunity to not only strengthen our long partnership with Shiseido, but also enhance our all-important tourism links with key visitors from China.”
Shiseido Travel Retail vice-president Marketing Elisabeth Jouguelet commented: “Thailand is one of the most popular destinations for Chinese tourists – it is not only a beautiful and enthralling country but a true retail destination in its own right. Through our strong partnership with King Power International and collaboration with Riety and Magic Yang, we have been able to create a platform which brings a genuine Sense of Place to our retail activation. With compelling and engaging content driving awareness of the unique experiences to be enjoyed in Thailand, coupled with the appeal of TREX products and offers at King Power Thailand, we believe this initiative brings together the best of destination marketing and travel retail in a very powerful combination.”