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The gwp Pleats Please pouches |
Beauté Prestige International (BPI) will promote the launch of its new fragrance from Issey Miyake, called Pleats Please, with an innovative animation at Barcelona Airport.
Next month, to dovetail with the first phase of the scent’s travel retail roll-out, BPI will install a podium in Terminal 1. A trio of female dancers will perform every 30 minutes, and flyers and customised bracelets will be distributed.
Beauty advisors will offer samples on presentation of the flyers, and special Pleats Please pouches will be available as a gwp.
The dance connection is significant. As previously reported, the new fragrance is an olfactory tribute to Miyake’s Pleats Please collections, which were first launched in 1993, from a chance collaboration with William Forsythe and the Frankfurt Ballet. Forsythe invited Miyake to create costumes for “The Loss of Small Detail,” and a collection arose from examining what sort of costumes could best allow the dancers to move.
The Pleats Please juice was composed by Aurélien Guichard. It opens on a sparkling top note of nashi, a hybrid fruit that oscillates between pear and apple, with the pear note predominating. The heart features peony and sweet pea, while the base blends cedar, patchouli, vanilla and musk.
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The new fragrance is an olfactory tribute to Issey Miyake’s Pleats Please collections |
To interpret the image of the pleat in the packaging, BPI channelled the geometrical spirit of a multifaceted polyhedron. The ridges stand out on the glass bottle in an interplay of the convex and the concave. The cap takes the form of a floral calyx, a finely pleated abstraction that symbolises both a white flower and the Pleats Please fabric. The outer packaging is a mix of white, pink and orange.
The Pleats Please portfolio features a 30ml edt, 50ml edt (€50) and 100ml edt (€74), plus a body lotion and a deo spray.
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