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A scent of strength: L’Eau d’Issey Pour Homme Intense | |
FRANCE. Beauté Prestige International (BPI) is reaping the rewards of a “crisis-free” year in travel retail, and looking forward to a year of innovation and creativity in 2008.
“We are very happy; it’s been a good year globally,” Director International Travel Retail Louis-Benoît Barth told The Moodie Report: “There have been no big crises anywhere. Geographically speaking, all regions have performed well.”
Barth professed himself pleased with the results of all three BPI brands: Narciso Rodriguez, Jean Paul Gaultier and Issey Miyake.
The debut men’s fragrance from Rodriguez was unveiled earlier this year, while the feminine flagship, Narciso Rodriguez For Her, continues to justify its presence in the channel, according to Barth.
“Narciso Rodriguez for Him is sophisticated, classic and timeless; it’s completely in line with the brand identity,” he noted. “In terms of sales the fragrance has started very well and we are full of optimism about its potential.
“We have adopted a very specific, segmented approach with this brand in travel retail, and have tailored our activities very tightly,” Barth continued. “Our success shows that it is not compulsory to launch everywhere, with everybody, in the same way.”
BPI further strengthened its men’s portfolio this year with the introduction of L’Eau d’Issey Pour Homme Intense, from Issey Miyake, and Fleur du Male from Jean Paul Gaultier.
“L’Eau d’Issey Pour Homme Intense offers consumers another way to enjoy Miyake, and it’s a certain success,” noted Barth. “Fleur du Male is not such an easy product. It appeals more to connoisseurs as with it we have dared to explore new olfactory territory.”
In fact, BPI has dared much with its Gaultier brand, particularly with Le Male Tout Beau Tout Propre, its groundbreaking make-up and toiletries collection for men. “This was an exercise to show our creativity,” comments Barth. “We knew it would be niche, but it has helped us be recognised as a true pioneer.
“Our success shows that it is not compulsory to launch everywhere, with everybody, in the same way“ |
Louis-Benoît Barth, Beauté Prestige International |
“Next year we will enlarge the offer, with a second generation of products,” he revealed. “In addition to make-up, we will launch a skincare line for men in March/April. It will be offered to a few travel retail doors, notably certain key airports.”
And in September a new women’s fragrance from Jean Paul Gaultier will be introduced, an event described by Barth as a big development.
In addition to new launches, next year BPI will unveil a number of limited editions and special presentations. Among these will be a new set of point of sale visuals for the company’s Issey Miyake fragrances, shot by guest photographic artist Koichiro Doi.
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Daring to push the olfactory envelope with Jean Paul Gaultier Fleur du Male | |
There will also be new summer fragrances for L’Eau d’Issey and L’Eau d’Issey pour Homme, complete with a water theme and a blue colour-scheme.
These will be followed by another L’Eau d’Issey seasonal limited edition, Reflet d’une Goutte (Reflection of a Drop). This is the successor to this year’s “Une Goutte sur un Pétale” (A Drop on a Petal) limited edition, which began rolling out in March.
In other news, Gaultier2, a fragrance concept that revolves around sharing and togetherness, will be promoted with a special Valentine’s event and Eau d’Amour limited editions.
Lastly, BPI has created new travel sets for 2008, in small and big sizes. “We will adapt these to particular points of sale,” explained Barth. “For example, we expect the smaller sizes to suit ferries, and the bigger sizes to appeal to airports.”
MORE STORIES ON BEAUTE PRESTIGE INTERNATIONAL
BPI unveils new L’Eau d’Issey gift sets – 17/10/07
BPI updates Jean Paul Gaultier Classique with new limited editions – 08/10/07
