Shiseido combined technology and beauty to launch a series of experiential pop-up stores in honor of its new campaign, “Red Ginza Street.” Set up across China Duty Free Group (CDFG) key travel retail locations, the pop-ups gave visitors a glimpse of the future of skincare via interactive games, a digital wall and skin consultations.

The campaign, which pays homage to Red Ginza Street, the luxury shopping district where Shiseido was first established in 1872, kicked off in June at China’s Shanghai Pudong Airport and Beijing Capital International Airport. 

Its recent immersive activation took place at Haitang Bay, where customers were invited to participate in different checkpoints. The first checkpoint, “Eye See The World,” took customers on a journey from Sanya, China to Tokyo’s Ginza district via an augmented reality (AR) time-lapse video. Next, visitors were invited to share inspirational videos on the pop-up’s digital wall, as part of the second checkpoint, “Eye Set My Future.” At the third checkpoint, Shiseido beauty consultants treated visitors to a skin massage using products from the brand’s new Ultimune collection. With a minimum purchase, the fourth checkpoint, called “Eye Win! Exclusive,” provided guests a chance to win Shiseido branded travel essentials by playing a vending machine game about eye concerns.

The event was live-streamed on CDFG’s Weibo and Yizhibo channels, which marks CDFG’s first time offering a brand high definition live-streaming on its social media platforms. 

“The methods of engaging the influential Chinese consumer are always changing, so having a brand partner like Shiseido, who is always on the pulse of the latest consumer trends, is extremely valuable in this industry,” said CFDG director of perfume and cosmetics, Terry Chua.

Earlier this year, Shiseido Travel Retail opened its new global headquarters in Singapore. The new “strategic home” is part of the company’s plan to build on a new three-year plan for 2018-2020 after having resolved structural issues within the business. The beauty industry in APAC is estimated to reach a market size of $26 billion by 2021, and Shiseido aims to leverage that spend through digital acceleration and new technologies with brands under the Shiseido umbrella.