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Shiseido Journey Retail has expanded the presence of French model Serge Lutens in Asia journey retail with a succession of counter openings.
The luxurious fragrances and make-up assortment is out there at key airport and downtown obligation free hubs in Thailand, Macau and South Korea.
The growth builds on Serge Lutens’ robust progress momentum in EMEA journey retail, at places akin to Hamad Worldwide Airport and La Samaritaine Paris.
Serge Lutens at Bangkok Suvarnabhumi Airport
The roll-out contains new openings at Bangkok Suvarnabhumi Airport and Macau Grand Lisboa Palace, and refreshed counters at Lotte Responsibility Free Principal Retailer, The Shilla Responsibility Free Seoul and Shinsegae Myeongdong.
The distribution is timed to strengthen the model’s “cult” following in China and cater to the rising demand for area of interest fragrances amongst Asian Millennial and Gen Z shoppers because the model appears to be like to additional develop its journey retail attain in 2023.
Shiseido Journey Retail President & CEO, Philippe Lesné, stated: “The growth of Serge Lutens in Asia is a vital achievement as we search to strengthen our status perfume and make-up enterprise. As one of many preeminent magnificence visionaries of our time, Mr. Serge Lutens is a real embodiment of the pioneering innovation that Shiseido stands for, and we’re excited to write down a brand new chapter within the model’s illustrious historical past. With the rise of area of interest fragrances and a rising appreciation of Serge Lutens’ distinctive fragrance creations amongst shoppers, the stage is ready for the model’s additional success past EMEA. We thank our companions for his or her ongoing assist in serving to us inform the Serge Lutens story and bringing the model to wider audiences in journey retail.”
Serge Lutens
Serge Lutens started his magnificence profession on the age of 14 as a magnificence salon apprentice. He moved to Paris in 1962 and made a reputation for himself as artwork director for make-up growth, photographer, and filmmaker. In 1980, he turned Worldwide Picture Director of Shiseido, the place he performed a pivotal function in creating the Japanese magnificence firm’s visible identification. Impressed by his travels and relocation to Marrakech, Morocco, Lutens launched the perfume, Feminité du Bois, in 1992 and launched his personal fragrance model eight years later. Since then, he has created greater than 90 perfumes and a make-up line that are distributed in 40 international locations. His fragrances are designed to disclose the wearer’s character and true character, whereas his make-up line brings collectively magnificence necessities and a high-definition end.
The brand new counters are impressed by Lutens’ “library of feelings”. The model’s traditional black retail codes now embrace certainly one of his different favourite colors, purple – the black and purple theme is accentuated by glowing lights, perfumes introduced as jewels, and key visuals to catch the attention. A presentation desk showcases bestsellers and new releases. A brand new gifting service providing the Japanese conventional artwork of Furoshiki wrapping will likely be accessible to travellers this 12 months.
The bestsellers in journey retail embrace: The Assortment Noire’s L’Orpheline Eau de Parfum; La Fille de Berlin Eau de Parfum; Spectral Cream Basis.
The openings had been supported with a collection of launch celebrations, digital buying occasions, and gift-with-purchase promotions, held in cooperation with Shiseido Journey Retail’s companions throughout Asia journey retail. In Bangkok, VIP prospects had been invited to find their signature Serge Lutens scent from the Assortment Noire on-counter and entry unique GWP affords; and in Macau, Serge Lutens ran its first KOL marketing campaign by way of WeChat and RED, which drove model consciousness, site visitors, and gross sales.
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