Shiseido Travel Retail has introduced LE SEL D’ISSEY, a new masculine pillar for prestige fragrance brand ISSEY MIYAKE, debuting it as an Avant-Première across Travel Retail West in July, ahead of a global launch in August.
Crafted with sustainable values at its core, LE SEL D’ISSEY reinforces Shiseido’s commitment to engaging with diverse travelers – inspiring male beauty fans, younger travelers, and today’s environmentally-conscious shoppers to rediscover beauty in travel. A high-impact animation campaign across Travel Retail Europe and the Americas accompanies the launch, with key locations including USA, Mexico, the UK, Italy, Spain, Finland, Germany, Austria, Belgium, and the Netherlands.
Vincent Baland, Vice President, Travel Retail West, Shiseido Travel Retail, commented, “The Avant-Première of ISSEY MIYAKE LE SEL D’ISSEY is a fantastic opportunity in Travel Retail West to build on the success of our prestige fragrance portfolio.
“Over the summer, our goal was to inspire travelers by meeting their evolving needs for sustainable beauty innovations while traveling. Looking ahead, our fragrance brands are key to diversifying the Shiseido business and engaging with an even greater variety of traveler profiles. This is key to creating sustainable growth in travel retail for the long-term.
“I would like to thank our global retail partners for their ongoing support and collaboration during the launch.”
A sustainable innovation for the eco-conscious traveler
The launch supports Shiseido’s aim to create a new culture of beauty by developing beauty innovations that meet the evolving needs of today’s travelers.
The company says that LE SEL D’ISSEY is well-placed to appeal to Gen Z shoppers who increasingly seek out sustainable, diverse, and inclusive beauty products. The new fragrance is housed in a bottle made with 20% recycled glass, and the outer packaging is crafted from 10% upcycled seaweed and is FSC certified. In addition, the formula itself is certified vegan and is composed of 95% natural origin ingredients, including natural ginger, sand vetiver, cedarwood, seaweed, and oakmoss.
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360-degree campaign inspired by cymatics
The launch of LE SEL D’ISSEY is supported by a comprehensive, 360-degree campaign inspired by cymatics – the study of making sound visible – to engage travelers during the high-traffic summer season. Combining digital engage-ment with a multi-sensorial exper-ience, travelers can explore the fragrance through interactive activities with a digital app enhancing the offline experience.
From August 26th, ISSEY MIYAKE broadened brand aware-ness and recruiting younger travelers into the prestige fragrance category through LE SEL D’ISSEY animations at 135 locations in Travel Retail Europe and the Americas.
Landmark marketing activations will be supported by retailer collaboration and amplification through partner e-commerce, social media, and paid media touchpoints.
The launch campaign was anchored by a hero animation experience at London Gatwick Airport in July, where the fragrance was prominently showcased in a central podium, decorated in shades of black, grey, and white to reflect the aesthetics of the LE SEL D’ISSEY bottle.
Early traveler engagement and interaction at London Gatwick has been promising, reports Shiseido Travel Retail, notably, LE SEL D’ISSEY 100ml ranked amongst the bestselling fragrances at Gatwick South during the month of July, setting a new milestone for the global rollout of LE SEL D’ISSEY across Travel Retail Europe, Americas, and later Asia.
