Clé de Peau Beauté Set to Drive Global Travel Retail Expansion

14 September 2018
                                                                                  Shiseido Travel Retail

                             Clé de Peau Beauté Set to Drive
                              Global Travel Retail Expansion
Shiseido Travel Retail is set to intensify the expansion of luxury skincare and makeup brand Clé de
Peau Beauté in global travel retail, with the brand enjoying an upward trajectory as one of the Group’s
core brands in the channel. According to travel retail data-house Generation1, sales of Clé de Peau
Beauté grew +95.3% year-on-year worldwide in 2017, and now ranks as the 18th largest perfume
and cosmetics brand worldwide, up from rank 30 th in 2016.

“We have the ambition for Clé de Peau Beauté to become one of the top 10 beauty brands in travel
retail worldwide. To date, we have focused on building momentum in strategic locations across Asia
Pacific Travel Retail. Going forward, we seek to sustain Asia Pacific as a powerful growth engine –
especially through the Chinese traveling consumer – but also take steps into Europe, the Middle East
and Americas. Travel retail expansion is firmly part of the brand’s overall vision to become a truly
global luxury brand by 2023,” says Brand Director (Skincare), Shiseido Travel Retail, Kristina Strunz.

Clé de Peau Beauté’s strategy in Asia is to use high-end experiences to engage and attract customers,
with the aim of becoming the preferred luxury cosmetics brand among Chinese women. To further
leverage on the brand’s Chinese popularity, actress Zhang Ziyi was recently announced as Global
Brand Ambassador. Zhang will represent La Crème, the iconic product that epitomises Clé de Peau
Beauté’s dedication to excellence.

By leveraging best-selling icons like La Crème and introducing one-of-a-kind offerings, Clé de Peau
Beauté is positioning itself as a unique and modern luxury lifestyle brand. Looking ahead, the brand
will continue to grow its icons and build on its skincare pillars with exciting new product launches.

Shiseido Travel Retail will showcase Clé de Peau Beauté’s SS19 launches at the TFWA World
Exhibition, Cannes in October at Riviera Village Stand RJ5.

New Products for SS19
Details of the key products in the SS19 launches that will be available in Travel Retail Asia Pacific
and Americas are as follows.

1
    Generation Report 2017

Enhancing Eye Contour Cream Supreme and Vitality-Enhancing Eye Mask Supreme

                      Enhancing Eye Contour Cream Supreme & Vitality-Enhancing Eye Mask Supreme

Launching in March 2019, Clé de Peau Beauté’s Enhancing Eye Contour Cream Supreme instantly
imbues the skin with long-lasting hydration. Using a pioneering scientific approach, the product
targets dullness and wrinkles to deliver re-energised and vibrant skin. With continued use, skin will
appear plumped and more youthful.

Pairing it with the new Clé de Peau Beauté Vitality-Enhancing Eye Mask Supreme helps address eye
concerns for increased skin benefits. The 10-minute mask – ideally applied before bed – covers the
entire eye area for targeted efficacy. Signs of fatigue, worry lines and frown lies appear noticeably
diminished and, come morning, the eye area is brightened.

Both products contain refined essence of Iris Extract, revered for its ability to help stimulate skin and
offset the decline in metabolic processes associated with aging. This key ingredient revitalises the
skin’s energy source, plumping and firming from within. Together, these high-end performance
products promote a recontoured eye area for a more buoyant, lifted look.

Essential Refining Essence

                                        Essential Refining Essence

Clé de Peau Beauté Essential Refining Essence promises renewed freshness and clarity for skin by
introducing phytosterol derivatives – a new ingredient that addresses the cause of visible pores. In
conjunction with the reformulated Surface Refining Complex EX, the derivatives target persistent
impurities that build up in the pores, resulting in smooth skin with a fresh, dewy appearance.

The essence also includes Clé de Peau Beauté's core skincare complex, Illuminating Complex Ex, a
synthesis of potent elixirs that stabilise moisture to give the skin radiance and improve texture.
Available in 170ml and in a travel retail exclusive 250ml bottle, Essential Refining Essence will be
launching in January 2019.

Radiant Cream to Powder Foundation

                                     Radiant Cream to Powder Foundation

The new Radiant Cream to Powder Foundation boasts a unique texture that delivers a natural-matte
finish, flawless illumination and weightless coverage. Upon application, the cream sets into a powder
that is both shine-controlling and luminously sheer. The result is a refined yet natural look that lasts
throughout the day. Dermatologically tested and non-comedogenic, this hybrid foundation also has
broad spectrum SPF25 to protect against harmful UVB and UVA rays.

The Radiant Cream to Powder Foundation is available in four shades - I10, O10, O20, B10 - from
March 2019.

Refined Lip Luminizer

                                   Various shades of the new Refined Lip Luminizer

The new Refined Lip Luminizer colour collection infuses lips with moisture, delivering a sophisticated
shine and leaving lips feeling soft and hydrated. The slim, teardrop bullet hugs the lip line for precise
application and the intense hues of the collection invoke the rebellious spirit and Rococo style that
flourished in the court of Versailles. The 12 vibrant shades have enticing names to reflect the ‘sweet,
but rebellious’ spirit of the palette, such as ‘Sweet as Candy’ and ‘Perfect Peach’. The collection
launches in January 2019.

ENDS

About Shiseido Group and Shiseido Travel Retail
Shiseido was founded in 1872 as the first Western-style pharmacy in Japan. The business gradually
evolved into a cosmetics company, offering the most advanced technology and the finest aesthetics
available in the East or the West. Now known globally as the premier cosmetics company with its
roots in Japan, Shiseido has come to represent the world’s highest standards of quality, and the
company’s brands are sold in over 120 countries and regions.

As part of its commitment to accelerate multi-brand growth in the travel retail channel, Shiseido
Group has divided the world into six regional entities under its Vision 2020 corporate plan, with Travel
Retail recognised as a territory in its own right.

Shiseido Travel Retail, effective 1 May 2016 and headquartered in Singapore, takes a “Think Global,
Act Local” approach in cultivating each of its brands based on region and market-specific needs, while
accelerating decision-making and production development. The company’s portfolio includes skincare
brands Shiseido, Clé de Peau Beauté, Anessa and IPSA; make-up brands NARS, bareMinerals and
Laura Mercier; as well as fragrance brands Dolce & Gabbana, Issey Miyake, Narciso Rodriguez, Elie
Saab, Alaïa Paris, Zadig & Voltaire, and Serge Lutens.

For more information, please visit www.shiseidogroup.com.

Shiseido Travel Retail media contacts:

 Lisa Bates                                   Jenard Ng
 Global Communications Director               Public Relations Account Manager
 Shiseido Travel Retail                       FILTR
 Tel: +65 9633 0947                           Tel: +65 9732 6828
 Email: lisa.bates@tr.shiseido.com            Email: jenard@wefiltr.com