japanese concept of omotenashi reinforcing shiseido asia ......‘omotenashi’, which translates...

1

Copyright DutyFree Magazine. All rights reserved.

Japanese concept of Omotenashi reinforcingShiseido Asia success

By Claire Malcolm on July, 26 2017 | Fragrances, Cosmetics, Skincare & Haircare

https://www.dutyfreemagazine.ca/

2


3


4


5


6


One year on from unification of its travel retail operation, the ‘One Shiseido, One Travel Retail ‘ visionis already yielding strong results with 2016 Asia Pacific year-on-year sales growth in excess of +60%;almost three times higher than Generation’s 20.7% forecast. “This was driven by cosmetics and make-up in particular, and Asia is definitely amplifying a lot ofcurrent global trends, specifically those related to Millennials’ preferences and digital activity,” saidKenji Calméjane, General Manager Asia Pacific, Shiseido Travel Retail. According to Calméjane, Shiseido’s ongoing success is inextricably linked to the concept of‘omotenashi’, which translates from Japanese as “heartfelt hospitality”, and is imbued into corporateculture across every facet of the operation from product design to customer service.With Korea, China and Thailand dominating regional market performance, and Shiseido, Clé de PeauBeauté and NARS its leading lights, 2017 is showing equally strong promise, despite geopoliticalchallenges. “We’ve seen Japan business pick up, along with Hong Kong, and there’s an obvious redistribution ofChinese travelers. Thailand is also very important, and we want to develop the destination furtherboth now and in the future. We believe that our brands haven’t as yet reached their full potential inAsia,” he said. While the Chinese traveler remains the market driver, Shiseido reports a general decrease in basketsize, despite sustained overall volume, with increased spend from the upper segment of the market. Calméjane also notes that demand for Asian brands, and more specifically Japanese cosmetics, is“going through the roof”, led by Chinese traveler purchases.

7


“For a market that has been strongly driven by skincare, we are seeing fast and promising growth incolor cosmetics, especially in the lip category. In response to this trend, we introduced ShiseidoRouge Rouge last year, and in 2017 we will launch a brand new lipstick collection from Clé de PeauBeauté which replaces the existing Extra Rich Lipstick Line, as well as the new Powermatte LipPigment from NARS,” he said.

Shiseido is also gearing up to launch a new Millennials-focused skincare brand, WASO, in the regionthis October, and recently unveiled a NARS store at Kuala Lumpur International, with another storepegged for Changi T4 in September. In addition, Shiseido will roll out its Social Counter concept across50 doors in the region within the year.

8


Tailor-made concepts and interactive, quality driven partnerships at flagship airport locations are amajor focus, as Calméjane explained: “We need to develop tailored offerings for destinations such asChangi, Bangkok and Hong Kong. “These are stand-out destinations and by creating special retail tiedinto innovative activities that fit with our long tradition of beauty, culture and craftsmanship. Last October’s DFS’ Hong Kong exclusive beauty-meets-art partnership saw popular Tokyo-basedfemale artist, ShiShi Yamazaki front a ‘Travel & Happiness’ campaign, which included interactive minimovie-making Happiness Booths. Said Calméjane: “ShiShi is really a girl of our time, and we brought something completely new to themarket through a combination of her artistic expression and interactive technology.”

9


Following a successful Q1 2017 activation for NARS at Bangkok International in partnership with KingPower, the company recently concluded a second high profile Thai campaign for Shiseido with ‘TheBeauty of Thailand’ bringing together Thai artist, Riety, and Chinese blogger/influencer, Magic Yang. “This initiative was particularly exciting as it had a strong sense of place element and leveraged thepower of influencers to drive visibility with Chinese travelers,” he said. “To my knowledge, no one has gone so far in delivering this level of quality or in bringing art andculture together in a way that is not purely commercial; which adds new value from a consumerperspective and resonates with Millennials. We are constantly exploring creative and fun ways toincorporate digital into our animations, such as using iPads, motion sensor technology, etc. toencourage interaction and social sharing,” he added.

japanese concept of omotenashi reinforcing shiseido asia ......‘omotenashi’, which translates...

Documents