UAE/QATAR. Shiseido Travel Retail has extended its prestige fragrance portfolio with Tory Burch Beauty. It aims to accelerate the sales performance of Shiseido’s fragrance business, particularly in travel retail across the Middle East and Africa.
Tory Burch introduced its Essence of Dreams collection with Dubai Duty Free at Dubai International Airport in November. This month, the range was launched in partnership with Qatar Duty Free at Hamad International Airport.
This is a strategic move to seize the growth opportunity in fragrances, one of the fastest-growing categories in global premium beauty (source: McKinsey).
The launches in the Middle East and Africa travel retail build on strong brand awareness in the domestic markets and seek to advocate trials and conversions among global travellers.
The Middle East fragrance market has reached approximately US$3.76 billion in 2023 and is expected to grow at a CAGR of 7.5% between 2024 and 2032, reaching US$7.21 billion by 2032 (source: Expert Market Research).
Shiseido Travel Retail Vice President Travel Retail West Vincent Baland said: “It is a pleasure to introduce Tory Burch Beauty to our fragrance portfolio at Shiseido Travel Retail.
“The dynamic prestige fragrance market is a key driver of our business in Travel Retail West, and Tory Burch adds to the strong performance of our fragrances in travel retail.
“Tory Burch Beauty is more than a new fragrance collection for travellers; the brand offers a meaningful experience rooted in female empowerment that appeals to diverse audiences around the world – from its home in New York to the cultural oases of the Middle East.
“We thank our launch retail partners at Dubai Duty Free and Qatar Duty Free and look forward to inspiring travellers with the essence of Tory Burch Beauty in new strategic travel retail locations around the world.”
Tory Burch Essence of Dreams line-up includes five scents: Divine Moon, Mystic Geranium, Cosmic Wood, Sublime Rose and Electric Sky.
Shiseido noted: “Each blend of botanicals and essential oils embodies a distinct dream – Electric Sky and freedom; Mystic Geranium and joy; Divine Moon and peace; Cosmic Wood and magic; Sublime Rose and love.”
The launch also features Tory Burch Essence of Dreams Exclusive, which according to the company is “an ode to the beauty and thrill of dreaming bigger and going bolder”.
Released in February, these scents take inspiration from Middle Eastern ingredients and blends – featuring floral and botanical notes combined with oud, vetiver, citrus and wood. ✈
