In Shops

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.

SEE ALSO: “A new age of personalisation” for Shiseido with MATCHco acquisition

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.”

Follow Retail in Asia on Facebook, Twitter and LinkedIn.

Get our top stories delivered to your inbox:


Stay ahead
Subscribe for free!
Register now
Stay ahead