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Shiseido brands and Watsons partner up to launch ‘multi-sensorial’ beauty pop-up

Beauty company Shiseido Singapore and beauty retailer Watsons Singapore have launched the My Japanese Beauty Pop-Up Store along Orchard road. Brands featured under Shiseido will include sun care brand Anessa, cleansing brand Senka, and hair care brand Tsubaki.

Held over one month until 20 October, the pop-up aims to bring visitors on an educational and experiential journey where they can uncover the secrets of Japanese beauty. It will also feature eight historical products and artefacts from Shiseido Corporate Museum that are flown out of Japan for the first time with special escort and white-gloved treatment. Through the showcases, Shiseido looks to bring to life its 147-old heritage.

According to Irene Lau, general manager of Watsons Singapore, exploration and discovery are fused into the buying experience via on-site interaction, artificial intelligence, as well as multi-sensorial virtual reality. For example, there are high-tech digital touch points intuitively triggered by footsteps to deliver sound, music and animation. Visitors can also take sensor-powered quizzes, engage in interactive stations and purchase products from a cashless vending machine.

A pop-up experience micro-site has also been rolled out and is accessible on Watsons app/website or a QR code. According to a press release, it enables visitors to navigate the space like a museum, and offers interesting tasks for them to complete. It also acts as an offline-to-online shopping app that allows users to scan QR codes to read detailed product descriptions, and add items to their carts.

“Keeping in tandem with the radically transforming world of retail, it is crucial for businesses to embrace technology and collaborate to be stronger by offering new and innovative shopping experiences,” added Lau.

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