Shiseido has identified five key trends driving beauty in the evolving travel retail landscape, aiming to connect with travelers through a "New Culture of Beauty" rooted in Japanese heritage, skin beauty research, and development.
1. The Active Ingredient Era:
Focus on science-backed ingredients with visible results
Shiseido's response: Shiseido Future Solution LX skincare, featuring the Japanese herb enmei
2. Less is More – Skin Minimalism:
Streamlined skincare routines with clean and ethically sourced ingredients
Shiseido's response: Drunk Elephant's 'smoothie' routines and 'ingredient-elimination' philosophy
3. Beauty & Wellness Unity:
Beauty goes beyond the surface, with a focus on inner and outer well-being
Shiseido's response: The Ginza Body Care range and emphasis on fragrance for elevated well-being
4. Co-created Personalization:
Personalized products and services becoming essential in beauty and travel retail
Shiseido's response: Ipsa Counselling App with Face Condition Analysis for personalized skincare regimens
5. Cultured Travels:
Travelers seek authentic connections and immersive experiences with local cultures
Shiseido's response: Japanese-inspired store experiences, influencer collaborations, and the 'From SHISEIDO, With Love' travel-exclusive campaign showcasing global destinations
Shiseido's Overall Ambition:
Build the future of beauty and wellness by developing skincare for the new generation
Focus on consumer-centric beauty innovations and curated brands for a modern approach to beauty
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