Shiseido Travel Retail and CDFG partner for omnichannel Nars Voyage campaign in Hainan

CHINA. Shiseido Travel Retail has partnered with China Duty Free Group (CDFG) to unveil the omnichannel ‘Nars Voyage’ experience at the Global Beauty Plaza (Block C) of the cdf Sanya International Duty Free Shopping Complex. It is the makeup brand’s first-ever animation in Block C and is running throughout July.

The animation builds on the success of Nars’ 2023 Light The Way campaign. The journey begins online on a dedicated Nars Voyage WeChat Mini Program and culminates at the striking pop-up in Block C.

Launched on 10 June the Nars Voyage WeChat Mini Program offers a suite of interactive elements, including virtual try-ons, product exploration and direct purchase options that drive customer engagement on CDFG’s ecommerce platform.

It offers gamification that encourages users to play to earn miles and upgrade their Nars Voyage Boarding Passes. The more miles travellers earn, the more gifts they can redeem at the outpost.

Upon receiving their boarding passes at the pop-up, travellers are given a Nars Passport that allows them to ‘check-in’ to the Nars Lounge. Here, they can explore products, take selfies at a photobooth and receive flash makeover services with every purchase. Guests receive special stamps on their Nars Passports for every challenge completed and receive free samples at the end of their experience once they collect three stamps.

The Nars Voyage animation is inspired by an exclusive airport lounge and is centred on the brand’s travel retail-exclusive collection. Throughout July, the pop-up will offer an immersive VIP experience, complete with AI facial-scanning technology and weekly live makeup shows led by Chinese celebrity artist Hua Tian Qi (华天琦) alongside NARS Regional Artists from China and Hong Kong.

The animation is dressed in red and black – Nars’ signature colours – and features a distinctive conveyor belt design feature which takes inspiration from airport baggage claims.

The travel retail-exclusive Nars Voyage collection is the central focus of the animation. It comprises the best-selling Jumbo Light Reflecting Setting Powder, a refreshed Light Reflecting Ultimate Face Palette, Light Reflecting Foundation Duo Set in Mont Blanc, Radiant Creamy Concealer Duo Set in Vanilla and the cdf-exclusive ‘Ace Your Base’ set.

The omnichannel campaign targets Chinese digital natives through a comprehensive paid media campaign across various Chinese social channels. It is further supported by exclusive gift with purchase offers and retailer amplification.

When shoppers use Alipay at the Nars boutiques in Block C and the cdf Haikou International Duty Free Shopping Complex, they receive a coupon with a minimum spend.

In addition, Nars has partnered with the Rosewood Sanya Hotel to promote the campaign on digital screens and guestroom televisions. Hotel guests also enjoy exclusive Nars gift bags in certain room types as well as an exclusive ‘Nars Cosmic Voyage’ cocktail at the hotel sky bar.

CDFG Vice President / Deputy General Manager, Product Merchant Department Dorothy Liu commented: “Launching the Nars Voyage pop-up is a milestone in our longstanding partnership with Shiseido Travel Retail. Successful omnichannel activations hinge on the seamless integration of online and offline touchpoints to create a cohesive and engaging shopping experience.

“Nars Voyage achieves this beautifully, with advanced features designed to meet the evolving needs of our Chinese customers. We are excited to welcome Nars into this innovative space and lead the trend in travel retail market.”

Shiseido Travel Retail Vice President Marketing Siv Chao commented: “At Shiseido Travel Retail, our ambition is to create a New Culture of Beauty and special value for travellers through our experiences, services and products. We are thrilled to connect with travellers through immersive retail experiences inspired by Omotenashi.

“The Nars Voyage campaign offers a VIP omnichannel experience – providing an elevated, seamless journey that caters to the beauty needs of travellers. We extend our gratitude to the China Duty Free Group team for their invaluable collaboration in bringing Nars Voyage, and our broader vision in travel, to life. We hope this bold experience enriches the shopping journey and inspires travellers to rediscover the beauty in travel.” ✈