Shiseido Travel Retail has expanded the presence of French brand Serge Lutens in Asia travel retail with a succession of counter openings.
The luxury fragrances and makeup collection is available at key airport and downtown duty free hubs in Thailand, Macau and South Korea.
The expansion builds on Serge Lutens’ strong growth momentum in EMEA travel retail, at locations such as Hamad International Airport and La Samaritaine Paris.
Serge Lutens at Bangkok Suvarnabhumi Airport
The roll-out includes new openings at Bangkok Suvarnabhumi Airport and Macau Grand Lisboa Palaceand 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 growing demand for niche fragrances among Asian Millennial and Gen Z consumers as the brand looks to further expand its travel retail reach in 2023.
Shiseido Travel Retail President & CEO, Philippe Lesnésaid: “The expansion of Serge Lutens in Asia is an important achievement as we seek to strengthen our preserved fragrance and makeup business. As one of the preeminent beauty visionaries of our time, Mr. Serge Lutens is a true embodiment of the pioneering innovation that Shiseido stands for, and we are excited to write a new chapter in the brand’s illustrious history. With the rise of niche fragrances and a growing appreciation of Serge Lutens’ unique perfume creations among consumers, the stage is set for the brand’s further success beyond EMEA. We thank our partners for their ongoing support in helping us tell the Serge Lutens story and bringing the brand to wider audiences in travel retail.”
Serge Lutens
Serge Lutens began his beauty career at the age of 14 as a beauty salon apprentice. He moved to Paris in 1962 and made a name for himself as art director for makeup development, photographer, and filmmaker. In 1980, he became International Image Director of Shiseido, where he played a pivotal role in creating the Japanese beauty company’s visual identity. Inspired by his travels and relocation to Marrakech, Morocco, Lutens released the fragrance, Feminité du Bois, in 1992 and launched his own perfume brand eight years later. Then, he has created more than 90 perfumes and a makeup line which are distributed in 40 countries. His fragrances are designed to reveal the wearer’s character and true personality, while his makeup line brings together beauty essentials and a high-definition finish.
The new counters are inspired by Lutens’ “library of emotions”. The brand’s classic black retail codes now include one of his other favorite colours, purple – the black and purple theme is accentuated by glowing lights, perfumes presented as jewels, and key visuals to catch the eye. A presentation table showcases bestsellers and new releases. A new gifting service offering the Japanese traditional art of Furoshiki wrapping will be available to travelers this year.
The bestsellers in travel retail include: The Collection Noire’s L’Orpheline Eau de Parfum; La Fille de Berlin Eau de Parfum; Spectral Cream Foundation.
The openings were supported with a series of launch celebrations, digital shopping events, and gift-with-purchase promotions, held in cooperation with Shiseido Travel Retail’s partners across Asia travel retail. from the Collection Noire on-counter and access exclusive GWP offers; and in Macau, Serge Lutens ran its first KOL campaign through WeChat and RED, which drove brand awareness, traffic, and sales.
