This design is closely aligned with Shiseido Travel Retail's experience-led philosophy, rooted in the Japanese concept of Omotenashi, a spirit of thoughtful hospitality that anticipates and fulfils the needs of each guest. Through this lens, the booth is not simply an exhibition space, but a carefully curated environment designed to foster deeper brand connection – moving beyond browsing to more meaningful, experience-led engagement.

This approach is aligned with Shiseido Travel Retail's strategic focus on driving traveler growth through experience-led moments. As the landscape evolves, the company sees a shift toward more sustainable, value-driven growth, underpinned by a focus on relevance, engagement, and long-term connection with consumers. By prioritizing relevance, personalization, and immersive experiences, Shiseido Travel Retail aims to transform moments of discovery into lasting brand relationships.

In line with this, Shiseido Travel Retail is strengthening its core brands—SHISEIDO, NARS, and Clé de Peau Beauté—alongside its fragrance portfolio. As browsing behaviors evolve, the brands are evolving in tandem, introducing new activation formats, elevated experiences, and enhanced services to stay relevant to today's consumer.

On strategy, Adele Zhang, Deputy Managing Director, Shiseido Travel Retail & General Manager, Travel Retail Asia, shared, "Today's travelers are looking for more than just products. They are seeking meaningful experiences and a deeper connection with the brands they engage with. For us, this means rethinking how we show up in travel retail – creating immersive, experience-led environments that bring our brand stories to life and build lasting relationships with consumers, ultimately driving more meaningful and sustainable growth."

By bringing together heritage, craftsmanship, and immersive design, Shiseido Travel Retail continues to redefine the travel retail experience—creating meaningful moments of discovery that resonate with today's global traveler.

Founded in 1872 as Japan's first private Western-style pharmacy, Shiseido Company, Limited has since transformed into a global beauty company that currently operates in approximately 120 countries and regions around the world.

In 2016, Shiseido Travel Retail was established as Shiseido's global duty-free business. Headquartered in Singapore with offices in Tokyo, Shanghai, Hong Kong, Paris, Dubai, and Miami, it operates in airports, downtown stores, border shops, airlines, and ferries, and specializes in accelerating the growth of Shiseido's brands to travelers.

Shiseido Travel Retail's portfolio includes brands SHISEIDO, Clé de Peau Beauté, NARS, IPSA, ANESSA, THE GINZA, Drunk Elephant, ELIXIR, ISSEY MIYAKE PARFUMS, narciso rodriguez, Tory Burch Beauty and ZADIG&VOLTAIRE.