Retail in Asia


Shiseido’s Baum makes travel retail debut in Tokyo

Shiseido Travel Retail has launched prestige Japanese skin brand Baum in Japan travel retail by opening its first counter in the Mitsukoshi Ginza Department Store in Tokyo.

The striking 25-square-metre counter was opened in partnership with Japan Duty Free Ginza and Japan Airport Terminal Company Limited.

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Founded in 2020, Baum is a unisex sustainable beauty brand whose mission is to coexist with nature. Its brand concept, ‘Every tree, a beautiful beginning’, embraces the power of trees through natural formulations and nature-inspired packaging. The name ‘Baum’ was inspired by the growth rings of trees and represents the constant cycle of development towards a more sustainable future.

Image credit: Shiseido

Baum’s travel retail launch drives Shiseido’s ‘Beauty Innovations for a Better World’ corporate mission and its goal of becoming a top skin beauty player by 2030, the company said.

The new counter offers a distinctive ‘Baum Perch’ experience on the eighth floor of the Mitsukoshi Ginza Department Store. The experience invites travellers to embark on a mini Forest Bathing multi-sensory journey while relaxing with the scents and sounds of the forest. The store conjures the power of trees through healing natural woods, with black and white accents that add a contemporary aesthetic feel.

Shiseido Travel Retail President & CEO Philippe Lesné commented: “Baum’s addition to our prestige portfolio in travel retail is an important development that reinforces Shiseido’s ambition to become the global leader in skin beauty by 2030.

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“We have evolved with consumers’ needs for responsible products, and Baum carves a new standard in Japanese beauty with its sustainable tree-powered proposition. We look forward to introducing travellers to a new generation of skin beauty innovation, in collaboration with our key partner, Japan Airport Terminal Company Limited.”