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Shiseido and King Power Thailand target millenial jetsetters

nars shiseido - retail in asia bangkok

Shiseido Travel Retail has partnered with King Power International Group (Thailand) to promote its first travel-exclusive collection, NARSissist #Jetsetter, through a series of activations in Bangkok.

Prominent NARSissist #Jetsetter activations featured throughout January and February at four key locations. At the King Power Srivaree Complex, a 25sq m pop-up store offered shoppers the chance to sample the travel retail-exclusive products. Demonstrations also showed customers how to complete a full beauty look using the NARSissist #Jetsetter collection, complemented by products from NARS’ complexion range.

Following the opening of the pop-up store, King Power International’s Weibo team live-streamed a one-hour make-up demonstration from Roland Choong, a leading professional make-up specialist at NARS. This is the first time a make-up brand has leveraged the retailer’s Weibo Live channel, which has over 118,000 subscribers.

Photo of Roland Choong 1 1024x683Roland Chong, make-up specialist at NARS

Fans who logged in to the Weibo Live demonstration had the chance to ask Choong questions on make-up tips and more. To further engage fans, a make-up quiz was held and participants were given the chance to win instant prizes from NARS.

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The activation at King Power Srivaree Complex was followed by high-profile promotions at King Power Downtown Complex and in King Power Thailand’s main duty free stores at Bangkok Suvarnabhumi Airport. These were supported by a major digital push on social media platforms, including King Power Thailand’s Facebook page which has almost 439,000 ‘likes’.

Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet said: “NARS’ huge social media following demonstrates how strongly it resonates with the millennials – something we have sought to leverage in support of the brand’s first-ever Traveler’s Exclusive collection.

“King Power Thailand shares our commitment to innovation, and its strong social media footprint and presence in Bangkok – an increasingly strategic location in Asia travel retail – has helped us deliver an impactful and highly engaging series of activations.

“As the first make-up brand to be featured on King Power Thailand’s Weibo Live stream, NARS continues to build on its reputation for growing its loyal consumer base through social and digital channels.”

(Source: Moodie Davitt Report)

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