Shiseido expands Serge Lutens brand in Asia

Shiseido Travel Retail has expanded the presence of French brand Serge Lutens in Asia journey retail with a succession of counter openings.
The luxurious fragrances and make-up assortment is obtainable at key airport and downtown responsibility free hubs in Thailand, Macau and South Korea.
The enlargement builds on Serge Lutens’ sturdy development momentum in EMEA journey retail, at areas equivalent to Hamad International 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 Duty Free Main Store, The Shilla Duty Free Seoul and Shinsegae Myeongdong.
The distribution is timed to strengthen the brand’s “cult” following in China and cater to the rising demand for area of interest fragrances amongst Asian Millennial and Gen Z customers because the brand appears to additional develop its journey retail attain in 2023.
Shiseido Travel Retail President & CEO, Philippe Lesné, mentioned: “The enlargement 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 jot down a brand new chapter in the brand’s illustrious historical past. With the rise of area of interest fragrances and a rising appreciation of Serge Lutens’ distinctive fragrance creations amongst customers, the stage is about for the brand’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 brand 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 improvement, photographer, and filmmaker. In 1980, he grew to become International Image Director of Shiseido, the place he performed a pivotal function in creating the Japanese magnificence firm’s visible identification. Inspired by his travels and relocation to Marrakech, Morocco, Lutens launched the perfume, Feminité du Bois, in 1992 and launched his personal fragrance brand eight years later. Since then, he has created greater than 90 perfumes and a make-up line that are distributed in 40 nations. 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 new counters are impressed by Lutens’ “library of feelings”. The brand’s traditional black retail codes  now embrace considered one of his different favourite colors, purple – the black and purple theme is accentuated by glowing lights, perfumes offered 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 Collection Noire’s L’Orpheline Eau de Parfum; La Fille de Berlin Eau de Parfum; Spectral Cream Foundation.
The openings had been supported with a sequence of launch celebrations, digital purchasing occasions, and gift-with-purchase promotions, held in cooperation with Shiseido Travel Retail’s companions throughout Asia journey retail. In Bangkok, VIP prospects had been invited to find their signature Serge Lutens scent from the Collection Noire on-counter and entry unique GWP gives; and in Macau, Serge Lutens ran its first KOL marketing campaign by means of WeChat and RED, which drove brand consciousness, visitors, and gross sales.

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