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.”
(Source: Moodie Davitt Report )