Narciso Rodriguez ‘all of me’ blooms in EMEA and Americas travel retail

Shiseido Travel Retail (STR) has reported a strong performance for the Narciso Rodriguez ‘all of me’ fragrance franchise, its hero launch of 2023.

According to the company, all of me was a strong driver of its recovery in Americas and Europe, Middle East and Africa (EMEA) travel retail.

The launch helped the Narciso Rodriguez brand surpass its 2019 and 2022 sales performances, laying a solid foundation for the company’s rebound and long-term growth in the channel, STR said.

According to STR, Narciso Rodriguez all of me leverages a growing demand for niche scents and fragrance combinations.

The scent made its travel retail debut via an exclusive pre-launch with Dubai Duty Free at Dubai International Airport (DXB) from 1-15 August. The pre-launch helped propel the scent to become the number four fragrance at the airport by sales in the period.

STR followed the pre-launch with a dynamic pop-up campaign that ran across 100 activations at 28 key airports from August to December. The campaign was designed to take travellers on an O2O journey through ‘instant win’ gamification, retailtainment and personalised engraving services.

The campaign was supported by a digital media campaign which included TikTok engagement across EMEA to appeal to Gen Z travellers.

In October, Narciso Rodriguez all of me took over Málaga Airport with a central podium animation and an immersive screen campaign. This was supported by strong digital activities across various channels, which reached an audience of 1.7 million and attracted 12,000 visitors to the dedicated campaign page.

At Copenhagen Airport, Narciso Rodriguez all of me featured prominently in Gebr. Heinemann’s cutting-edge multi-brand Experience Space in October. The fragrance was showcased via a multi-sensory activation wherein travellers simply had to lift a bottle to learn about the scent and its key fragrance notes. In addition, a bespoke cocktail service highlighted the brand’s floral profile.

Its presence in the Experience Space, which has a sustainable ethos, highlighted the brand’s commitment to water, the environment and to its local communities.

At Ezeiza International Airport, travellers were greeted by a giant all of me-themed Christmas tree. Several all of me discovery experiences were dotted throughout various landside check points, while high-profile promotions met them in Avolta duty free stores in both Departures and Arrivals. The takeover was supported by vibrant OOH media throughout the airport.

To support the campaign, Shiseido Travel Retail trained 1,000 Beauty Consultants to bring the storytelling and essence of all of me to life. This embodies Shiseido Group’s Japanese ‘Omotenashi’ principle, which underlines the importance of trust, value and respect in service.

Shiseido Travel Retail Vice President Travel Retail West Vincent Baland commented: “all of me has affirmed its status as a top-selling fragrance for Narciso Rodriguez in travel retail with support from our partners and retailers.

“We believe it has great potential for further growth globally as a new pillar alongside the for her and Narciso franchises. The encouraging sales underline that all of me has resonated with our travellers with its values focused on individuality and self-expression, coupled with our Japanese hospitality and service.”

all of me: A floral take on musk

Created by Perfumers Dora Baghriche and Daphné Bugey, all of me by Narciso Rodriguez is a feminine floral fragrance which reinvents the brand’s signature musk accord.

It blends rose-geranium and milky-musk accords and is made from vegan, responsibly sourced ingredients. The fragrance contains 88% natural-origin ingredients and comes in an eco-designed refillable flacon, a first for the brand. ✈