Shiseido Travel Retail VP Fran Law on Asia Star Power Strategy

Beyond Visibility: Deepening Consumer Connections

Shiseido Travel Retail Vice President Commercial and Business Development, Travel Retail Asia Pacific Fran Law, emphasizes that the true value of celebrity partnerships lies in fostering deeper consumer connections, rather than just increasing visibility.

Law states that while star power is a powerful tool for beauty brands to engage younger consumers, it does not automatically guarantee commercial success. Shiseido aims to convert cultural relevance into meaningful consumer engagement through collaborations for its SHISEIDO ULTIMUNE line.

These partnerships include Global Ambassador LISA, a rapper and singer with South Korean girl group BLACKPINK, and Japanese graphic artist VERDY. Shiseido's strategy focuses on authentic brand alignment, the merging of domestic and travel retail channels, and the role of airports in transforming brand awareness into concrete experiences and sales.

Authentic Partnerships Drive Value for ULTIMUNE

Shiseido Travel Retail's approach to collaborations with LISA and VERDY demonstrates how cultural relevance can generate greater value when rooted in brand meaning. LISA’s artistic evolution and confidence align with SHISEIDO ULTIMUNE’s 'Freedom from Age' philosophy, which aims to strengthen and support skin over time.

Her personal view of beauty as a journey of growth provides an authentic connection. VERDY, known for his work in art, fashion, and street culture, brings a fresh creative expression to SHISEIDO. His 'Rise Above' ethos resonates with ULTIMUNE’s focus on inner strength, while his VICK panda-rabbit character adds a playful dimension.

These partnerships are designed to express consistent brand values in ways that appeal to distinct communities, broadening reach. YouGov data indicates that one in four Gen Z consumers consider celebrity endorsements when making purchases, more than double the rate among older demographics.

Integrated Campaigns Across Domestic and Travel Retail

Shiseido Travel Retail is actively integrating its marketing efforts across domestic and travel retail channels to create a connected consumer journey. This strategy acknowledges that consumers move fluidly between digital platforms, downtown shopping areas, and airports, forming a cumulative brand impression.

An example is the SHISEIDO ULTIMUNE x LISA campaign in Bangkok during July. Shiseido’s domestic team conducted a large-scale public relations event and activation with LISA at CentralWorld, supporting city-wide out-of-home visibility.

This momentum then extended to Bangkok Suvarnabhumi Airport and King Power One Bangkok within the travel retail sector, with an Alipay out-of-home takeover further boosting visibility at the airport.

Since March, the ULTIMUNE x LISA campaign has deployed seven activations across five global travel retail markets, including a pop-up at Taiwan Taoyuan International Airport with Tasa Meng.

Implications for Asia's Beauty Brands

For beauty brands operating in Asia, Shiseido Travel Retail's strategy highlights the commercial imperative of moving beyond superficial celebrity endorsements. Success requires authentic cultural alignment, as seen in the LISA and VERDY collaborations, to genuinely deepen consumer connections.

Brands should also prioritize integrated campaigns that synchronize messaging and experiences across domestic and travel retail touchpoints, ensuring a cohesive brand narrative from city centers to airport terminals. This approach, exemplified by Shiseido’s Bangkok campaign, allows brands to convert initial awareness into sustained engagement and sales.

Emphasizing personalization, exclusivity, and collectability within these activations can further transform cultural influence into tangible commercial value in Asia's competitive beauty market.