In 1992, Issey Miyake created the first expression of the Water concept – L’Eau d’Issey, his first fragrance for women.
In 1994, L’Eau d’Issey pour Homme also opened a new olfactory family in the masculine market.
For Issey Miyake, Water means life. Life is movement, renewal and reinvention.
In 2005, let’s Imagine L’Eau d’Issey and L’Eau d’Issey pour Homme through a new look.
L’EAU D’ISSEY
A delicate, floral and woody fragrance, present and light at the same time.
The pure and lively awakening of feelings.
L’EAU D’ISSEY POUR HOMME
A fresh, spicy and woody fragrance.
A pure, luminous and modern universe
IMAGINE L’EAU D’ISSEY….
Through the eyes and the work of the photograph, we discover several aspects of L’Eau d’Issey and L’Eau d’Issey pour Homme”¦ in a surprising and humorous way. Indeed, our two pillars are playing different roles, not taking themselves seriously.
THE VISUALS
Every visual gives free rein to the photograph’s creativity, expressing a new look, inspired by the smile and optimism of Issey Miyake.
L’Eau d’Issey is standing on the Eiffel Tower, a typical souvenir of Paris, reminding us of the first inspiration of the L’Eau d’Issey bottle. Then L’Eau d’Issey replaces a broken heel or disappears to give way to the fragrance itself, forming an exclamation mark”¦
L’Eau d’Issey pour Homme immerses itself in a fish tank, underlining its fresh and dynamic expression. And then the bottle becomes playful, composing a puzzle or expresses all its energy and balance through the rings exercise”¦
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THE PRODUCTS
Specific offers highlighting the EDT, dedicated to the Travel Retail network to recruit new consumers:
L’Eau d’Issey,
25ml EDT and its 50ml refill.
L’Eau d’Issey pour Homme
30ml EDT Travel Spray,
100ml All Over Shampoo
and 30ml Deodorant Spray.
Focus on the all catalogue products on the two lines on the podium.
Increase the average spend courtesey of the prestigious Mini Spray offered with any purchase of a full-size EDT bestseller and a secondary product.
THE TOOLS
Colorful over-wrappings enhanced with the “Imagine L’Eau d’Issey”¦” animation visuals for small and big size references on the back wall and podium.
A large range of impactful tools, reminding the animation visuals to play the L’Eau d’Issey and the L’Eau d’Issey pour Homme synergy in every area of the POS.
POS FILM
For the first time, L’Eau d’Issey expresses herself in a film, dramatized with the animation visuals, enhancing a full life universe.
This Brand Event is the strategic animation for Issey Miyake in 2005.
Colors and surprise set the Spring as the key rendezvous for our two pillars.
